• by Karl Greenberg , October 3, 2008

Procter & Gamble's "Head & Shoulders" brand has tapped New York celebrity stylist Antonio Rosales as spokesman for the therapeutic hair-care brand's efforts to woo the Hispanic market. It is part of a campaign that includes advertising, blogs and appearances. 

Rosales is the company's first stylist/spokesperson devoted to that market, per the Cincinnati-based company.

Pairing with Head & Shoulders' global stylist Ben Skervin, who has served as the only stylist for the brand at the global level, Rosales' duties will include a scalp care blog through the revamped Head & Shoulders Spanish Web site, www.amatucabello.com.

The company is also launching Spanish-language ads, via Tapestry, P&G's Hispanic AOR for Head and Shoulders, with a "Respeta tu Cuero Cabelludo" ("Respect Your Scalp") theme.

One spot shows the brand's line of moisturizing conditioners and asks why, if one moisturizes one's body, one shouldn't do the same with one's hair. The spot for the scalp-treatment shampoo shows a culturally diverse group of people--including a female jockey, an Asian woman in traditional attire, a Tango dancer and a soccer player--all bowing their heads after performing.

The voiceover explains in Spanish that the source of beautiful hair begins at the scalp, which is why it is important to "Respect your Scalp," "give your scalp the respect it deserves and hydrate with Head & Shoulders advanced shampoos and conditioners."

Procter & Gamble spokesperson Anelsie Ramos says P&G created the North America Multicultural Business Development Organization (MBDO) eight years ago. The division is focused on Hispanic and African-American consumers, she says.

"To date, what we have found through research is that while general market and Hispanic consumers are equally affected by scalp issues, Hispanic consumers tend to be more concerned with their appearance and strive to seek product solutions to remedy problems," says Ramos.

Per AC Nielsen, as of June 2008, Head & Shoulders is the leading shampoo brand with more than 70% share within the therapeutic segment.

Editor's note: Watch for Engage:Hispanics every Thursday afternoon.