Background

Clear is a hair brand offering an expert solution for men suffering from dandruff. With the Philippines’ tropical weather characterized by intense heat and high humidity, the need for an anti-dandruff (AD) solution and clean and fresh hair continues to grow. The brand is slowly recovering in 2020, coming from a decline in 2019. There is an opportunity to sustain this growth considering that consumers perceive the brand to offer a superior AD solution that gives them all out freshness. However, Clear needs to grow faster to encroach on its biggest competitor – one which takes up almost 70% of the AD market – which is driving the growth in the AD space while continuing to outshout other hair brands in the category on TV.