New Head & Shoulders ad  ( February '20,2001, HBL)

Head & Shoulders, a brand of shampoo from the Proctor and Gamble stable, has launched its new commercial with three key anti-dandruff claims -- eliminates dandruff flakes forever with regular use, removes 100 per cent visible flakes and has an effect from the first wash itself.

The `triple benefit' advertising campaign, as a press release says, asserts that Head & Shoulders shampoo removes dandruff flakes forever with regular use. Moreover, tiny ZPT particles in the shampoo deposit on the scalp which is absorbed by the scalp sebum.

This keeps the fungus under control. A six-week clinical study was conducted by Procter & Gamble in its research facility and in an independent US laboratory on 195 subjects, who went through the Head & Shoulders regular use test. The subjects were then judged by a panel of dermatologists and 100 non-expert judges.