Inspired by skin care products that contain optimized particles, Head & Shoulders scientists began a journey to create smaller zinc particles in the formulation. After over 10 years of exploration and clinical studies, the 3 Action Formula was developed with micro zinc mineral particles that cleanse, protect and moisturize the scalp, creating a stronger foundation for more resilient, beautiful hair, said the company.
Marion Cohen, Creative Director at Saatchi & Saatchi London, commented, "Sofia is an award winning actress, producer and business woman loved by millions, who has access to the most sought after treatments and expensive products, so it's hard to believe (but true!) that she uses Head & Shoulders in real life. We felt this fact could make for a compelling story. It has great comic potential, which suits Sofia’s personality, but is also an amazing claim for the brand. We wanted the ad to feel like we've captured a real moment so the claim would come across as genuine.”