Head & Shoulders - Cool Menthol

AI-Assisted Concept, KV Design, Photography, Retouching & FMOT Rollout Vietnam & Malaysia/Singapore Concept to camera to shelf — a fully integrated creative process that moved from AI visualisation through photography direction, KV retouching and FMOT rollout across Vietnam and Malaysia. The strategic challenge was sharp: H&S held just 9% share against Clear's 23% in Vietnam's cooling haircare space. The opportunity — source menthol-seeking Clear users by doubling down on Cool Menthol with upgraded AD superiority and a compelling new refreshing fragrance. The consumer insight: she believed she had to compromise between great-smelling hair and visible flake control — H&S Cool Menthol was the answer to both. Three-word brief: Efficacious. Refreshing. Fragrant. BWC used AI to generate concept visuals to rapidly communicate the "cool burst" vision before committing to a live shoot — iterating talent poses and hair drama in real time. From approved AI concept, the project moved through photography direction, KV retouching and digital imaging, to a full FMOT design rollout — Gondola End, Island Display, Standee, Clipstrip and Wobbler — deployed across Vietnam and Malaysia/Singapore. Role: Creative Direction, AI Concept Visualisation, KV Design, Photography Direction, Retouching & DI, FMOT Rollout Client: Head & Shoulders — P&G Agency: Brand World Consultants Market: Vietnam, Malaysia/Singapore