Allura Pro-Sales collaborated with Head & Shoulders to build a salesforce, sampling, and national product education program aimed at engaging younger consumers.
Client: Proctor & Gamble
Category: Contract Sales
With an aging user base, Procter & Gamble led a major rebrand of Head & Shoulders in 2011, aiming to promote the household name to a younger demographic. A key aspect of the rebrand was a partnership with major NFL talent and other athletes to transform a heritage brand into a shampoo for a new generation of buyers.
Building on this rebrand and various surveys, Allura Pro-Sales worked with Procter & Gamble through the Head & Shoulders division to target high school football players, due to the increased prevalence of dandruff from wearing helmets. Allura Pro-Sales developed an influencer strategy to introduce the product to athletes, coaches, and athletic directors.
Product Education Team
Product Sampling
Survey Work and Data Analysis
How can our contract sales, education and sampling programs expand your market reach?
The program kicked off in Texas and Florida in 2014 and expanded to a national effort to educate players on hygiene, the importance of a good dandruff shampoo, and provided samples and coupons. Allura expanded the program to a national campaign in 2015, which included education and sampling, before it was shut down by the pandemic in 2020. The program employed 60 seasonal product educators who visited high school athletic programs to educate athletes on the importance of scalp health.
The program had a significant impact on the target demographic, with Head & Shoulders experiencing a 60% conversion rate among program participants, compared to the expected 7% (validated by a third party). While it was running, the program directly reached nearly all high school football players in the United States during each fall season, impacting approximately 1.08 million potential customers.
