Head & Shoulders Tackles Competition with MLS Partnership and New Brand Ambassadors

Head & Shoulders is undergoing significant changes under new brand marketing leadership. The Procter & Gamble haircare brand has appointed Omar Goff as its North America end-to-end commercial leader, who aims to attract younger customers through various initiatives.

Growth for Head & Shoulders has been tepid, and the brand faces competition from Unilever's CeraVe Anti-Dandruff shampoo. To counter this, Goff is planning to introduce new treatments and focus on scalp health.

The brand has also announced a deal to become the official shampoo of Major League Soccer (MLS) and will partner with American MLS star Diego Luna in a major campaign created by Univision. This move aims to strengthen ties with Hispanic consumers and leverage the popularity of soccer, particularly in Mexico where Head & Shoulders already performs well.

Goff believes that athletes, with their active lifestyles, are natural brand ambassadors for Head & Shoulders. The brand plans to lean further into sports marketing, including music and fashion initiatives over the next 12-18 months. According to Goff, 'It's time we show up like the market leaders that we are. We're ready for growth.'