Unilever Treats Dandruff with Walmart Exclusive

Further expanding its exclusive personal care offerings, Walmart teamed with Unilever once again this year to launch another hair care brand — this time focused on scalp health and aimed at Millennials and Gen Zers. Beautiful Hair and Scalp (BHS) rolled out exclusively to Walmart.com and the mass merchant's stores on March 1, and comprises 11 shampoos and conditioners formulated to tackle dandruff. Price at $7.98 each, BHS SKUs are also formulated to attain hair qualities, such as "vibrant color," and address concerns, including repairing damaged tresses. Walmart plugged the brand's arrival via a homepage carousel ad on Walmart.com. The ad linked to a brand showcase touting solutions for "vibrant color," "curl moisture," "damage repair," "full & strong," "smooth frizz," and "fresh detox." Updates on the brand’s Instagram, Twitter and TikTok pages also continue to promote the SKUs and attempt to normalize dandruff treatment as part of scalp care.Anti-dandruff shampoos have historically concentrated on only alleviating dry scalps. Sonika Malhotra, senior global brand director of the premium hair portfolio at Unilever, told Digiday Media's Glossy that young customers, in particular, are concerned about having to compromise on product qualities, like anti-frizz or color protection. “This is the first of its kind for us," Malhotra told Glossy. "[Unilever is] a big business ... but we don’t have something like this just yet."BHS' debut comes on the heels of Unilever’s Sundial Brands launching hair care brand Madam by Madam C.J. Walker exclusively at Walmart in January. A "pink" hair care line from Unilever's Suave also rolled out at the retailer in February 2021. "As the customer continues to get pulled in multiple directions with the rise of e-commerce and social media, the destination becomes more important,” Elle Etheredge, associate merchant for trend hair care at Walmart, told Glossy. “Exclusive brands are a great way to drive excitement to the hair care category and to keep customers coming back.”

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