Andrew Jergens Company: Gee, Your Hair Smells Terrific campaign
Mariko FujinakaOverview
The Andrew Jergens Company, a subsidiary of Japanese Kao Corporation since 1988, historically was known for its lotion and soap products. Jergens was the undisputed market leader in the U.S. lotion category for decades, but when competition arose in the late 1960s, the company acknowledged the need to branch out. Jergens made a foray into the profitable, growing hair care territory in 1974 with Gee, Your Hair Smells Terrific shampoo and conditioner. The heavily scented product addressed the trend in the hair care category toward fragrance shampoos and...