Head & Shoulders is the official sponsor of the new season of the popular television programme Britain’s Next Top Model.

The series, which returned to channel Lifetime last week, will include a special Head & Shoulders sponsored episode where the models will be challenged to showcase everyday confidence, communicating the functional and cosmetic benefits of Head & Shoulders.

Procter & Gamble (P&G) hair care brand manager Jo Vaughn said: “Our research shows that 50% of the UK population are concerned about the health of their scalp but only 20% are using anti-dandruff shampoo. This provides a huge opportunity for us to drive incremental sales and grow the category, and retailers can capitalise on the increased awareness by stocking up now to meet demand”.