Proctor and Gamble 2008 Annual Report Download - page 15

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
The simple, elegant curve of the new Head & Shoulders
bottle design conveys the softer, more cosmetic side
of the brand, while the bottle’s straight side reects
the strength and efcacy that consumers expect from
Head & Shoulders. The dramatic, intuitive graphic has
strengthened brand equity and made it much easier
for consumers to nd the product that’s right for them.

The package curve has become a consistent design
feature in all global consumer communications,
including TV, print, Internet and outdoor advertising.
This consistent graphic look has helped build equity
in the Head & Shoulders brand at every consumer
touch-point.

The business team developed a tool to evaluate scalp
health and recommend the right Head & Shoulders
product. Millions of scalp evaluations have been done
in and near retail stores around the world, helping
consumers take the rst step toward healthy,
beautiful hair.

P&G’s hair care R&D and supply chain experts developed
creative solutions to produce the challenging new
package along with selective product formulation
improvements in record time. The new, equity-enhancing
package was launched in more than 140 countries in
just nine months, yielding amazing speed-to-market to
delight Head & Shoulders consumers around the world.
Head & Shoulders now generates about
$2 billion in annual sales for P&G. With strong
momentum and a robust innovation pipeline,
Head & Shoulders should remain one of
P&G’s fastest-growing billion-dollar brands.
TheProcter&GambleCompany 12