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P&G Oil of Olay Daily UV Protectant backed by $18.2 mil. in ads in 1996.

This article was originally published in The Rose Sheet

Executive Summary

P&G HEAD & SHOULDERS SUPPORTED WITH $32.1 MIL. IN ADVERTISING, the largest amount spent on ads for a single hair care brand in 1996, according to New York City-based Competitive Media Reporting. Procter & Gamble's budget for its flagship dandruff shampoo brand represented 19.6% of the company's $163.5 mil. TV, magazine, newspaper, radio and outdoor advertising spend for hair care products. Overall, $359.6 mil. was budgeted in advertising for the shampoo, conditioner and creme rinse category during the year, CMR reports.
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