The Challenge
As more consumer purchases shift to online channels, product detail pages (PDPs) have become one of the most important—and most overlooked—brand touchpoints. For even the most recognizable household names, it's no longer enough to show a product and list benefits. Today’s shoppers expect clarity, story, and emotional connection—especially in personal care.
P&G had already invested in SEO and paid media across its core haircare brands. But the PDPs weren’t carrying their weight. The copy felt generic. The visuals lacked cohesion. And across Head & Shoulders and Gold Series by Pantene, users weren’t getting the content they needed to feel confident in their purchase.
Head & Shoulders, known for its clinical strength and heritage, wasn’t reinforcing that trust in a modern, accessible way. Gold Series—rooted in Black haircare expertise and co-creation—had a powerful cultural story, but it wasn’t coming through clearly on the page.
The challenge wasn’t just to make PDPs look better—it was to make them work harder: aligning storytelling with decision-making to increase engagement, build brand credibility, and drive conversion.
