The Case for All Clear Shampoo

Gil Mc William

Launch of a new brand of shampoo to position Elida Gibbs in the anti-dandruff sector of the market, 1979-80.
Agency: J Walter ThompsonAuthor: Gil McWilliam

The Case for All Clear Shampoo

INTRODUCTION

The anti-dandruff shampoo market is a considerable part of the total shampoo market; the medicated shampoo sector constituted some 35% of its total value in 1979. It is dominated by Procter & Gamble's Head & Shoulders – brand leader of the entire shampoo markets of both the UK and US.

In 1978 Elida Gibbs found itself well established in most segments of the shampoo market, but it lacked proper representation in the anti-dandruff shampoo sector.

Market research carried out by Elida had nonetheless revealed...

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