Head & Shoulders pushes scalp-first pivot in India, citing 70% dandruff prevalence
P&G's Head & Shoulders is repositioning in India from hair-cleansing to scalp-treatment, promoting Deep Cleanse and 7-in-1 ranges with Piroctone Olamine. The brand cites 70% dandruff prevalence but only 20-30% anti-dandruff shampoo penetration—flagging a category whitespace play in a sponsored ET feature.
What happened
Sponsored ET feature promoting Head & Shoulders anti-dandruff shampoos (Deep Cleanse and 7-in-1 ranges) in India, citing 70% dandruff prevalence and pushing
Key facts
- 70% of Indians experience dandruff
- 20-30% use anti-dandruff shampoo
- 5 layers deep
- 100% protection
Why this matters
P&G's scalp-first pivot signals where premiumization plays are heading in haircare—relevant for anyone scouting Indian D2C scalp/derma brands as bolt-on or partnership targets before the category leader fully claims the narrative.