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With schools being shut and social distancing being implemented due to the pandemic, children spent significantly less time in close proximity with each other in recent years. As a result, cases of head lice plummeted. And so did the market!

The focus for 2023 was on reinvigorating the Hedrin brand with a view to retaining the number one market position. To do this, we needed to deliver a campaign that helped Hedrin achieve a prominent presence during the key back-to-school period.