Head & Shoulders didn’t just launch a new product in a market saturated with hair care solutions; it activated a purpose-built strategy to reach a high-intent, culturally nuanced audience. With the introduction of Head & Shoulders Neem, a variant infused with a deeply rooted Ayurvedic ingredient, the brand targeted South Asian consumers exclusively through Lulu Hypermarkets—a retail channel with high penetration among Asian shoppers in the UAE.
The Strategic Advantage:
Head & Shoulders partnered with MEmob to deploy a full-stack, precision marketing approach, leveraging location intelligence, nationality targeting, and behavioral insights to isolate and engage the most relevant consumer segment.
Results That Redefined Launch Success:
- 1.7% market share in the first month, the highest ever achieved by any H&S initiative at launch
- 95% audience accuracy, ensuring media spend was sharply focused on Asian consumers
- 24.5% uplift in ad recall among audiences exposed to culturally aligned creatives
- 500+ qualified leads, with 100% validation of target audience accuracy
- 3.2% conversion rate from a retargeting journey, surpassing FMCG industry benchmarks
Download the full case study to see how Head & Shoulders translated precision into performance and market share.
