About the Project

The showdown of the Anti-Dandruff Shampoos

This is a project for PR2202 Perfumes & Cosmetics that aims to compare and contrast 3 Anti-dandruff Shampoos in the market for its fragrance, product claims and packaging.We shall attempt to discuss this in relation to the products' marketing strategy to attract the target group of consumers. Ultimately we will present an anti-dandruff shampoo that seeks to incorporate the pros and redress the cons of the 3 discussed products.


A project done by :
Nadiah Bte Ridzuan
Muhammad Nazri Bin Jonaidi
Mohamad Mukmin Bin Sattar
Muhammad Khaliq s/o Md Saleem

Shampoo Ingredient & Function

Table 2 shows typical ingredients found in commercial Anti-Dandruff Shampoos and their functions.

Ingredient Comparison

Ingredient Comparison
All three shampoos provided thorough information on their ingredients on the labels. As all three products claimed to have anti-dandruff properties, they were found to have Zinc Pyrithione which is an over-the-counter medication for dandruff as their active ingredient. Fragrances were found to be labeled differently as Parfum in Sunsilk and Fragrance in Head & Shoulders and Clear. Ingredients for the fragrance are not listed specifically indicating that no restricted substances were used to produce the fragrance. Both Sunsilk and Clear shampoos were also found to use natural ingredients such as Lime extract and Sunflower seed oil which may be used to portray the shampoos as safe and soft on the scalp. Head & Shoulder though do not use any natural ingredient portray itself as a specialist shampoo in ridding dandruff with little emphasis on using natural ingredients.

Compare & Contrast

SCENT


In terms of scent, the 3 products vary in their selection of fragrances from floral to fruits. We deduced that each of the product’s scent is dependent on the manufacturer’s preference. Since the main claim of the product is to fight dandruff, the scent only adds to the aesthetic factor of the product. We also deduced that some of these scents are used to hide the odours of the other ingredients. Compared to the other two brands, Head and Shoulders focuses the most on scent in its marketing approach.

PRODUCT CLAIMS


All 3 products mention the active ingredient that makes the anti-dandruff property of the shampoo. The 3 products not only promise to rid the hair of dandruff but also to maintain healthy hair conditions.

PACKAGING


Packaging of the 3 products involves both ergonomics and aesthetic factors. From here, we know that packaging is an essential aspect of a brand’s marketing strategy. As we can observe from the product claims on the packaging, Head and Shoulders focuses more on its scent and cooling feeling. This is in stark contrast to CLEAR’s ActiveCare and Sunsilk’s VitaCare, where they focused more on the dandruff-fighting ingredients.

From our survey, most people look to Head and Shoulders as the brand for anti-dandruff shampoo. Our analysis of the packaging and product claims, also shows that Head and Shoulders is the trusted brand that markets itself as the specialist in anti-dandruff treatment. Clear and Sunsilk is not so popular for its anti dandruff properties, hence the need to convince consumers of the anti-dandruff properties in their shampoo.

Standing out on the shelf is also part of a manufacturer’s strategy. Hence the varying bottle shape that we have among our 3 products. Each bottle shape is unique to its own brand from product recognition.

Comparison of Consumer information

Usage information
All three shampoos provided usage information that is concise providing a general use of the shampoo. They also recommended usage of their respective other products such as conditioners and scalp lotion which can help in increasing sales of these other hair-related products.

Cautionary/Warning Statements
Only Head & Shoulders shampoo provided warning statements on the label. The presence of the warning statement greatly improves the safety in using the shampoo relative to Sunsilk and Clear shampoos. However, the absence of the warning statements may also signals the higher safety of using the two shampoos compared to Head & Shoulders.

Manufacturing date/Expiry date/Shelf-life/Batch reference information
Both Sunsilk and Clear shampoos provided manufacturing date information with Clear giving the additional expiry date information. Head & Shoulders provided neither the manufacturing date nor expiry date information. The omission of the expiry date information in the Sunsilk label hampers the user’s ability to determine the time range for safe usage. This is particularly highlighted since all three shampoos do not have shelf-life information. Omission of both manufacturing date and expiry date information in Head & Shoulders thus hampers any user’s ability to determine the shelf-life. Users also may not be sure if the shampoos have been produced in recent time. Only Sunsilk provided information on the batch reference which may come useful if there is any complication with the shampoo usage among its users. The shampoo’s batch could be recalled and tested for any anomaly thus improving investigations.

Product Design & Packaging

Front & Back Label

BACK LABEL

A multi-role shampoo that incorporates the best of shampoo care into one convenient product. It has potent anti-dandruff active ingredients that aggressively gets rid of dandruff which when coupled with its conditioning ingredients ensures smooth silky dandruff-free hair. Scalp care properties also ensure the scalp stays healthy preventing further production of dandruff. Specially chosen fragrances used by royal perfumers for thousands of years provides users a royal start to their day. With Champa everyone is a royalty.

Directions for use
Wet hair. Gently massage shampoo into hair and scalp. Rinse. Use regularly for best results.

Ingredients:
Water, Sodium Lauryl Sulfate, Cocamidopropyl Betaine, Dimethacone, Zinc Pyrithione, Parfum, Carbomer, Glycol Distearate , Methylparaben, Sodium Chloride, Cetyl Alcohol, , Tocopheryl Acetate, Ascorbic Acid, Vitamin A, Neem oil, Shikakai extract, Magnesium Sulfate, CL 12010 (Red), CL 77820 (White), Sodium Hydroxide, Lysine Hydrochloride

Warning Statements
Users with allergies to Shikakai and Neem Oil please consult physician before use.

Storage
Keep under cool conditions. Away from direct heat.

Manufacturer and Distributor
Champa Shampoo Specialist (CSS) 31 Robinson Road, Singapore

Manufacturing Date
April 2008

Expiry Date
April 2011

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