Clear Shampoo releases ‘A Salute to Headgear Warriors’ via new ADK Tokyo campaign
Unilever Japan has launched the first “in-house scalp support system” via a new Clear Shampoo campaign created by ADK Tokyo. Titled the “CLEAR Headgear-Cover Plan”, the campaign honors the professionals who are constantly battling harsh scalp conditions in the workplace – sporting teams and businesses that require hats or helmets to be worn are targeted. Clear is asking these companies to make corporate purchases of Clear scalp shampoo and provide it to their employees as bonuses. Currently, 6 sports teams and 5 companies have already installed this system and Clear is expanding the offer to others.
The reasoning behind the campaign is that research shows that within 30 minutes of physical activity with headgear your hair reaches a level of discomfort equivalent to being in a tropical rain forest – damaging your hair and scalp with perspiration and humidity. ADK launched the campaign via “A Salute to Headgear Warriors”. The campaign also features cut downs: Ice Hockey, Fire Fighter, Taxi Driver and others.