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New P&G Shampoo Targets Men With Thinning Hair

  • Brandweek, Monday, January 25, 2010 10:39 AM
Procter & Gamble is rolling out Hair Endurance for Men, a product that purportedly reduces hair breakage by eliminating dandruff, Elaine Wong reports.

"It's a universal need," says Head & Shoulders senior assistant brand manager Navin Gupta. "It's driven by the fundamental way in which guys' bodies are built."

P&G research shows that more than 44% of U.S. males who experience some form of hair loss also claim to have dandruff troubles. The product is aimed at men who are concerned about their thinning hair, but not to the point that they want to get into hair re-growth products. "[Some] guys have just resigned themselves to their situation," says Gupta.

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