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Wednesday, January 19, 2011

Exclusive: Henrik Lundqvist to Endorse Head & Shoulders Shampoo in Sweden


I received the following press release from the brand manager of Head & Shoulders in Sweden. He happily confirmed to me that Henrik is indeed the new celebrity endorser for Head & Shoulders in Sweden. This news is so new, it hasn't even hit the press in Sweden yet! Read on for more information, including how you can win a trip to NYC to meet Henrik:

“King Henrik” signed on as new endorser for Head & Shoulders - Answering the question: “What’s on men’s minds?”

This spring, internationally renowned Swedish ice hockey goaltender Henrik Lundqvist becomes the new endorser for international hair care brand Head & Shoulders in Sweden. Lundqvist will be featured in Head & Shoulders’ new TV commercial and through a King Magazine collaboration based on the theme “What’s on men’s minds”.

Henrik Lundqvist, nicknamed “King Henrik” by fans and the New York media for his dominating play during his rookie season for the New York Rangers in 2005, has signed on to becomes Head & Shoulders’ new endorser from January 2011. The ice hockey pro will give his version to the overall campaign theme and share his thoughts, both in the TV commercial and through the King Magazine collaboration.
- "Becoming an ambassador for Head & Shoulders was an easy choice to make. With practice and matches almost every day, it is essential for me to use a suitable shampoo to keep hair issues off my mind. Whatever is on my mind out on the ice, it is not dandruff", laughs Henrik Lundqvist.

The campaign objective is to update and reposition the classic brand as well as reinforce and strengthen Head & Shoulders’ position as the leading anti-dandruff brand on the market.

Meet Lundqvist in New York with King Magazine

In addition to the TV commercial airing January 24th, Henrik Lundqvist will also be seen in a media collaboration with King Magazine – the most popular fashion magazine for men in Sweden. A competition where the grand prize is a trip to New York, the residential city of Henrik Lundqvist, with a meet and greet with the star will be presented to readers on Just like Lundqvist, contestants will be asked to contribute with short insights on what is on their minds. The competition will begin on January 17th and run for a month.

- "We think this is a great opportunity to offer interesting content to our readers both online and offline. Henrik Lundqvist is a great athlete and a role model. He has become our favorite cover hero – no one else has been featured on the cover as many times as he has", says Per Nilsson, chief editor at King Magazine.

UPDATE: Reader Karoline has found the link to some Henrik Lundqvist Head & Shoulders videos. The only problem is they're in Swedish. If anyone out there would like to translate for us, it would be greatly appreciated. Check out Henrik's blue guitar, it looks awesome.

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How good is H&S?


  1. His hair looks THAT good from using H&S? Either he's lying, or I've been wasting my money on Paul Mitchell all these years. Dang.

  2. First video: I think Swedes care quite a lot about what they wear, compared to Americans for exemple, they are more about comfort while Swedes have more style. When it's about hair I think Swedes style their hair more than Americans do. So it goes the whole way, clothes and then hair. I'm actually not really good to my hair, use a lot of caps and my helmet isn't so good either for the hair, it gets damaged by it. And often I have products in my hair while I have my helmet on so it doesn't get to breath well. But that makes it even more important with a good shampoo. I try to wash it with shampoo a couple of times a week. We shower quite often because of trainings and games, maybe 2-3 times a day, but I don't use shampoo everytime. And I have cut down a little on the wax, when I was younger I used a lot but now I try to be a little more careful with my hair. I don't change style, as you've seen it looks kind of consequent. For some years ago it was more styled maybe, more products in it and I tried to do it with some flow. Hair catastrophes? When I was younger, my sister cut my hair once. That wasn't super good. Looked like I had put a pot on my head. But the good thing about hair is that it grows out quite quickly.

    On if he's had 'hockey hair' (a certain hairstyle that is called like that, don't know if that exists in America): not really hockey hair but I kind of head a little mohawk and a little longer in the back, it was very styled. Too styled. But we all go through such periods in life.

    The first I think about in the morning is probably 'Did I oversleep?'. I almost almost come rushing into the rink a little late because I like to sleep as little as I can. So I often look at my phone and see 'ok I have time to get dressed and run to the car'. That's the only thing I think about under a season.

    The important thing is that you feel confident in how you appear. Some people can look good even though they are badly dressed or with bad hair because they feel comfortable about it. So it's more about feeling comfortable and be selfconfident about how you dress and look, more than about having a certain style, I think.

    How it is to live as a hockey pro? It's really fun. I never thought it would be this much fun. You put a lot of pressure on yourself and get a lot of pressure from others so sometimes it's hard to relax and you suffer a little more than you wish you would when it's not going well. But how we live as people, we get payed well, we travel in a good way, we live in a good way, I am lucky that I live in a good city. I feel really good there. It's the mix of all that, I think I'm living a dream, I live the life I've always wanted to live. It's exactly there I want to be.

    lol, maybe not the most interesting interview but I translated it anyway.

  3. Second video:

    It feels good to work with head & shoulders. It's a good brand and I wear a lot of caps and helmets so it's important to have a good shampoo and make sure my head is clean and I don't get dandruff that itches so it's an easy choice for me.

    And at the end he says 'I take the right decision'.

    LOL! How wrong that commercial is, celebs that do these commercials always make me laugh a little lol. Just how wrong is it with the little wink and the smiles to the camera? Oh well, I'll forgive him for it because he got a shutout again.

    (nah just kidding a little, but I have a hard time not laughing at him for that one)

  4. Corrections on my first translation (it was really early, so yeah...): "I almost almost come rushing into the rink a little late because I like to sleep as little as I can" is actually 'I almost ALWAYS come rushing into the rink a little late because I like to sleep as MUCH as I can'.

  5. At least he is Fashionably late......LOL

    Love the video....He's such a flirt.

  6. Thank you for the translation, Anna. Check out the pics I just added.

  7. Thanks for the translation, Anna! I do exactly the same thing in terms of never getting out of bed in the morning, it's terrible - but now I don't feel so bad!