Unilever Japan K.K. has launched a campaign titled "CLEAR Headgear-Cover Plan. A Salute to Headgear Warriors." to promote CLEAR, a scalp care shampoo which is the world's best-selling male shampoo brand (*1). The campaign is also the world's first project (*2) to promote companies and sports teams to provide shampoo to their employees and players who wear headgear for work, thus exposing their scalps to risk.
Along with the campaign launch, Unilever Japan K.K. has also released a statement video titled "CLEAR Headgear-Cover Plan. A Salute to Headgear Warriors." According to the company, the movie highlights the pride and functionality behind wearing headgear, as well as concerns for scalps under the harsh conditions inside the headgear.
Details of the video:
CLEAR Headgear-Cover Plan. A Salute to Headgear Warriors. (Available in 90-sec. version and 15-sec. version)
Release date: June 22, 2016
Campaign website: http://www.clearhaircare.jp/campaigns/chakubo-teate/index.html
(*1) Ranking calculated by Unilever based on shampoo market sales data for 12-month period through January or February 2016 in 41 countries, excluding Japan, as reported by Nielsen Co., Ltd. (period of retrieved data varies by country)
(*2) Source: ESP Research Institute, Inc., June 2016 (covering 200 countries)
Concept of the video
"CLEAR Headgear-Cover Plan. A Salute to Headgear Warriors." is a statement video that expresses the pride, significance, objective, and functionality of wearing headgear, as well as concerns for scalps. This message is emotionally expressed through the original hip hop music created by sampling the march "Pomp and Circumstance."
Storyboard:
http://prw.kyodonews.jp/prwfile/release/M103901/201607052221/_prw_OI3fl_DGwBMppA.jpg
Headgear-Cover Plan
The headwear or headgear is part of a uniform, not only for safety and hygiene, but also represents professional pride. However, research shows that within 30 minutes of physical activity, the environment under headgear reaches a level of discomfort equivalent to being in a tropical rain forest (*3), damaging hair and scalp with perspiration and humidity, which could even affect performance.
As a result of years of scalp research, CLEAR has come up with "CLEAR Headgear-Cover Plan. A Salute to Headgear Warriors." Just like resort facilities or sport gyms provided by companies to support maintenance of healthy minds and bodies of their employees, CLEAR proposes that companies should consider providing shampoo as bonuses to professionals who are constantly battling harsh scalp conditions.
How the Headgear-Cover Plan works:
Organizations incorporating Headgear-Cover Plan:
Comment by Kenichi Toyoda, Editor-in-Chief of Gekkan Somu (monthly magazine for General Affairs)
"More and more companies will be adopting the philosophy of becoming "Healthy Companies," recognizing that the mental and physical health of their employees is a corporate asset. The CLEAR Headgear-Cover Plan can be positioned as a trendsetting example of a totally new type of internal support system that companies can adopt."
About "CLEAR"
CLEAR is an innovative scalp care brand combining two scientific approaches -- trichology and dermatology -- aimed to achieve strong (*4) and beautiful hair through healthy scalp.
The brand has extensively studied the differences between male and female scalp and hair. Currently, the brand has two product lines for women and one for men, and plans to introduce more new products. Sold worldwide with a world's No.1 sales record for men's shampoo (*1), the brand made its full-scale Japan debut in 2014 and has since been growing rapidly, establishing its position as a scalp-care brand.
(*3) Source: 2016 Inside-Headwear Environment Research Institute
(*4) Shampoo, conditioner, and treatment: Prevent hair breakage
For customer information about this campaign, please contact:
Email: info@chakubo-teate.com
For customer information about credits and products, please contact:
Unilever Customer Service Office
Tel: +81-120-500-513
Office hours: 9:00-17:00
(Japan time except for every Saturday, Sunday and national holiday)
Special website: http://www.clearhaircare.jp/campaigns/chakubo-teate/index.html
Reference number: 2016-C-5
Source: Unilever Japan K.K.
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