Head & Shoulders Derma X Pro
Task & Goals
With the relaunch of the Head & Shoulders Derma X Pro range – reformulated and powered by a Ceramide Complex – the innovation was meant to be communicated in a way that feels tangible, credible and experience-led. The goal was to strengthen Head & Shoulders’ authority in scalp care and anchor the key message: “Moisturise your scalp like a pro”.
The Frankfurt/Schwalbach event was intended to serve as a Content Production Event – a format designed to activate international influencers and selected experts (Key Opinion Leaders) while enabling high-quality, scalable content within a short timeframe. In addition, “white coat” dermatologists were to be integrated to deepen the scientific narrative and strengthen credibility around the product story.
Idea & Implementation
EAST END created an experience that translated scientific content into a premium, content-ready brand world. The Head & Shoulders laboratory environment in Schwalbach near Frankfurt was transformed into a 360° immersive experience – science-led, yet elevated with a modern beauty aesthetic. The creative direction featured gold and teal tones and hexagon elements as a visual nod to the Ceramide Complex, turning functional lab spaces into curated experience and content zones.
At its core, the programme combined education, proof and high-engagement experience moments. Influencers received in-depth insights into the science behind Derma X Pro – from “Scalp 101” and microbiome learnings to exclusive behind-the-scenes lab tours. Every module was designed to be content-friendly: interactive demonstrations, experiments and hands-on formats such as shampoo making, as well as live demos showcasing anti-flake performance (visibly reducing dandruff and flakes).
A key highlight was the salon journey, where scalp care became a real service experience – including scalp microscope consultations, treatments and before/after moments. The experience was further amplified through dedicated content spaces such as a digital immersive room and photo studio set-ups, encouraging creators to capture and share their journey in a highly visual way.
Dermatologists were intentionally involved early on. They received dedicated briefings and supported the event as scientific sparring partners – adding depth to the content and serving as credible voices in conversations with creators.
Result
The event made the Derma X Pro innovation not only easy to understand, but truly experiential. By combining scientific credibility, proof-driven moments and a set design built for content creation, the experience successfully turned a laboratory setting into a high-impact content hub – and positioned scalp care as a story that works emotionally, visually and scientifically. EAST END led the spatial transformation, creative concept and the development of all experience and content formats across the full journey.
