HEADLINE CJ WORX Turns a Cooling Shampoo Into an Edible Brand Experience

Nov. 13, 2025

In a time when every brand is chasing the next “fresh” idea that gets people talking, it’s rare to see a brand daring enough to intentionally put itself in the wrong place. That’s exactly what Head & Shoulders and CJ WORX did in their latest campaign —taking the brand’s excellence in coolness and expressing it through ice cream for the very first time.

The result is “LIVE LIFE FULLY,” a new ice cream flavor that excellently delivers a chill so intense it feels just like washing your hair with the brand’s new Cool Menthol formula.

Why Ice Cream?

By decoding the product superiority of Cool Menthol — now 33% stronger — the team realized that ice cream represents a universal symbol of coolness, a feeling that everyone instantly understands without explanation. So the creative team at CJ WORX turned it into a new kind of media — transforming a traditional product trial into a tangible brand experience, from the coolness felt on the scalp to the chill that can now be tasted.

Partnering with Guss Damn Good, they created a brand-new flavor that gives an instant cooling sensation, just like using Head & Shoulders.

On launch day, the “LIVE LIFE FULLY” flavor was completely sold out within hours, becoming the talk of the town both online and offline — proving that the brand’s coolness doesn’t live only inside the bottle, but can be shared through real sensory experience.

This was not just about using ice cream as a PR gimmick. It was about crafting an incredible brand experience that people could truly feel — cool, light, refreshing, and fun — just like living life with nothing weighing you down, true to the essence of “LIVE LIFE FULLY.”

And behind it all stands the award-winning agency CJ WORX,  showing once again that thinking outside the box doesn’t have to mean stepping away from marketing goals.

This campaign doesn’t just expand the boundaries of Hair Care Communication.

It challenges the entire industry to ask:

“If a shampoo dares to step outside the bathroom, why should our ideas stay trapped inside the same old media?”