We launched the campaign with a TV and magazine teaser, showcasing the fact that Glamour Magazine knew 'the secret to beautiful hair.' A month later, the magazine revealed just what that secret product was – H&S –through advertorials and full-page ads that allowed us to show and tell our audience about the cosmetic properties of the shampoo. A fully integrated communications strategy reinforced our core message.

Our goal was to generate trial and sales, and this campaign succeeded beyond our expectation. Sales volume grew by 15% for the five countries airing the promotion. And target consumer’s perception of the brand – that H&S leaves hair soft and hydrated (while fighting dandruff) – increased by 1.5 points.