P&G Brands: DTC Content Strategy

As more consumer purchases shift to online channels, product detail pages (PDPs) have become one of the most important—and overlooked—brand touchpoints. For even the most recognizable household names, it’s no longer enough to show a product and list its benefits. Consumers expect story, clarity, and emotional connection—especially when they’re buying personal care products directly from digital shelves.

P&G had already invested in SEO and paid media for its core haircare brands, but the PDPs told a different story. The copy was generic. The visuals lacked cohesion. And across both Head & Shoulders and Gold Series by Pantene, users weren’t getting the content they needed to feel confident in their purchase.

Head & Shoulders is a heritage brand with strong clinical credibility, but its PDPs weren’t reinforcing that trust in a modern, accessible way. Gold Series, rooted in Black haircare expertise and community co-creation, had a powerful brand purpose—but it wasn’t coming through clearly on the page. Each product needed to communicate not just what it does, but why it matters, and who it’s for.

The challenge wasn’t just making PDPs look better—it was making them work harder: aligning brand storytelling with consumer decision-making to drive engagement, loyalty, and conversion.

I led a full content overhaul across both brands’ PDPs—integrating messaging, copy, and visual design into a cohesive strategy built for how people actually shop. My goal was to transform static, fragmented product pages into intuitive, persuasive brand experiences.

For Head & Shoulders, I focused on clinical clarity. I rewrote the product messaging to foreground results, simplify claims language, and emphasize trust through ingredients, routine guidance, and strong design hierarchy. Visually, I built a consistent system that helped users understand at a glance what differentiated one SKU from the next—and why it might work for them.

For Gold Series, the content strategy leaned into story. I elevated the brand’s voice to reflect its cultural specificity and care-driven mission—centering hair texture, routine, and identity in every touchpoint. From affirming headlines to intentional product photography, every element was crafted to build resonance with the brand’s core audience.

Across both brands, the content was designed to do more than look polished—it was built to guide, connect, and convert. The final PDPs were not just upgraded—they were aligned with what people expect from modern, digital-first beauty brands: clarity, confidence, and care.