Head & Shoulders, the world’s No. 1 anti-dandruff shampoo brand (*), officially kicks off the “I DON’T” campaign, a bold declaration of confidence for Vietnam’s young generation. At a spectacular launch event held at Giga Mall Thủ Đức (Ho Chi Minh City), Head & Shoulders introduced its upgraded product line featuring a breakthrough formula that remove dandruff up to 100% and prevents dandruff from coming back (**). The brand also proudly welcomed two new ambassadors, SOOBIN and Pháo, two talented young artists who embody the spirit of “shine without dandruff, win with confidence in life.”
The Secret to “I DON’T HAVE DANDRUFF” Achievement
In a world where people are constantly “flexing” what they have, Head & Shoulders offers a fresh perspective: “But sometimes, the real flex… is what you DON’T HAVE”. Being dandruff-free is the clearest proof of thorough preparation and genuine confidence to conquer life’s biggest goals.
The “I DON’T” campaign marks a new milestone for Head & Shoulders in Vietnam, introducing its upgraded shampoo formula, not only removing up to 100% of dandruff, but also prevents dandruff from coming back, powered by the perfect synergy of three core elements:
- Removes up to 100% of dandruff: Powered by Piroctone Olamine (PO), an active ingredient that targets and eliminates dandruff flakes and the fungus that causes them, while remaining gentle on the scalp.
- Covers 100% of the scalp: Thanks to exclusive Coacervate Technology, which penetrates 5–10 layers of the epidermis, ensuring PO is evenly distributed across the scalp.
- Prevents dandruff from coming back: The combination of PO and Coacervate Technology creates an invisible protective barrier to prevent dandruff from returning.
The formula is also enriched with +30% menthol for a longer-lasting cooling sensation and +30% conditioner for smoother hair. The result of removal of up to 100% of dandruff with lasting protection against its recurrence is clinically proven (***).
SOOBIN & Pháo: Icons of Boundless Confidence
SOOBIN is a renowned Vietnamese artist, acclaimed for his talent and relentless drive to reinvent himself. Meanwhile, Pháo, a rising Gen Z rap sensation, is known for her bold artistry, modern flair, and powerful energy. With their dynamic, authentic, and inspiring personas, SOOBIN and Pháo are the perfect ambassadors for Head & Shoulders in inspiring a message of confidence and ambition, empowering young people to pursue life’s biggest goals without hesitation.
Ms. Nguyen Lan Phuong, Senior Brand Manager of Head & Shoulders Vietnam, shared: “With the “I DON’T” campaign, we want to deliver a powerful message: When free from dandruff, you can confidently own your life on your terms. The new Head & Shoulders formula not only removes up to 100% of dandruff but also helps prevent it from coming back. We are proud to collaborate with SOOBIN and Pháo – two talented and fearless young artists who perfectly represent the spirit of “I DON’T” generation: confident, decisive, and unafraid to embrace challenges. We hope to continue inspiring Vietnamese people to shine with confidence in every moment of life.”
The “I DON’T – Walk of Achievements” event, hosted by Head & Shoulders at Giga Mall, was designed as an immersive multi-sensory journey. Beyond its vibrant experiential zones, the event offered participants the chance to shine and confidently express themselves. At the “Superior Formula BTS” zone, guests could witness a dynamic demonstration of how the new Head & Shoulders formula works on the scalp, as well as conduct hands-on trials alongside experts. The highlight, the “Hall of Triumph” zone, allowed visitors to step into the spotlight, complete with 360-degree photo booths to “flex” their dandruff-free achievements. The event also featured a variety of engaging activities and challenges across product display booths, interactive games, and a lucky draw with attractive prizes.
Consumers can visit and explore the “I DON’T – Walk of Achievements” experience from August 15–17, 2025 at Giga Mall. By taking part in activities and challenges, participants will have the chance to win exciting rewards at the lucky draw, including Dyson hair dryers, handheld fans, and the new formula anti-dandruff Head & Shoulders shampoo, all throughout the three-day event.
Notes:
(*) Based on NielsenIQ research data (2024), certified by the Department of Grassroots Culture under document No. 1197/VHCS-QCTT.
(** & ***) This claim is supported by a clinical study conducted by the independent research institute Hair Care Research & Development, confirming that the new formula anti-dandruff Head & Shoulders shampoo, containing 0.5% Piroctone Olamine (PO), delivers up to 100% dandruff-free results after four weeks of use.
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About Head & Shoulders
Head & Shoulders, the world’s No. 1 shampoo brand, is a member of the Procter & Gamble (P&G). Since its launch in 1961, the brand has been at the forefront of research and innovation in dandruff treatment and scalp care. Today, more than 1.3 billion people across 140 countries trust Head & Shoulders to deliver effective solutions.
With a mission to “free the world from dandruff and scalp concerns so everyone can live confidently in their way”, Head & Shoulders combines clinically proven Piroctone Olamine with Coacervate Technology to effectively remove dandruff, help prevent its recurrence, soothe the scalp, and reduce itchiness. In addition to its superior efficacy, the brand’s product ranges are designed to deliver a refreshing clean sensation while nourishing hair to stay soft and smooth every day.
About Procter & Gamble (P&G) Vietnam
P&G began operations in Vietnam in 1995 and has since grown significantly, offering a range of globally trusted products, including Ariel and Tide laundry detergents, Downy fabric softeners, Safeguard soaps, Pantene, Head & Shoulders and Rejoice shampoos, Gillette razors, and Whisper feminine care products.
With a strong commitment to sustainability and corporate social responsibility, P&G Vietnam has been recognized with numerous prestigious honors, including the Second-Class Labor Order award, Certificates of Merit from the Prime Minister, recognition from the President of Vietnam, accolades from the Vietnam Women’s Union and the Vietnam Red Cross, as well as awards from UN Women, the Vietnam Green Book, and eight consecutive AmCham CSR Awards (2017–2024).
For the latest news and information about P&G and its brands, please visit www.vn.pg.com
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