What moved (Sep '25 – Aug '26)
| Metric | Sep 2025 → Aug 2026 | Change |
|---|---|---|
| Preference | 16% → 21% | +5pp |
What's behind the growth
Head & Shoulders' UK brand-building this year has paired a scalp-health awareness push with hands-on product sampling, run twice through P&G's UK community platform SuperSavvyMe.
In June and July 2025, SuperSavvyMe sampled 500 UK members with its DermaXPro Instant Scalp Moisturiser, a leave-in treatment, and had them share their results. In August 2026 it announced "Scalp Health Awareness Month," running that September and backed by UK-commissioned research finding that 8% of dandruff-affected teenagers, an estimated 140,000 nationally, had missed school to avoid being seen with it. The campaign features UK doctor Dr Faye Bate speaking to the condition's impact on teenagers' confidence, alongside a digital "Scalp Health Quiz" built to destigmatize it.
That same summer, SuperSavvyMe ran a second sampling drive for its new Menthol Fresh variant, inviting 2,300 members to trial the mint-and-P-Olamine formula's claimed "-5°C cooling effect" and share their own content.
