They hadn’t been in the press for a long while and
felt the need to do so.
However, they wanted to be relevant to younger shampoo
users who had moved on to international brands.
This campaign primarily addressed scalp problems
in a younger and more relatable tone and manner.
The photographic look was also very graphic showing
various cropped heads as opposed to full faces of people,
thus keeping the focus on the scalp and hair.
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