P&G Haircare has become the second largest category in the company, and data shows hair category consumer is fully matured with ‘wallet to buy’ and demand for more premium shopping experience. However, super-premium hair brands continue to be commoditized and shelved along with all hair brands without differentiation at retail. It accelerated brand equity erosion and missed potential higher sales margin. Jackson and P&G Hair Business Team defined 1st-ever super premium hair care strategy via “Sell Hair like Skin” and "Trade-in, Trade-up, Trade-Across" principle to elevate super premium hair brands' shopping experience; across hyper super markets, drug stores, cosmetic stores. 

Jackson was responsible for overall Hair One Premium VM design process, design vision, design solution, supervised 2D, 3D design, and final production and installation. Jackson sold in the vision, the design and the final execution to Global executives for ensure Global brand consistency, to Regional GM for technical built and installation quality, and to top 10 Global retailers for join business plan. And led Hair One global guideline creation and deployment. Results: 1st-ever super premium hair retail design sold in and installed at US Top 4 and Greater China Top 14 retailors, total 5100 stores. Explosive +33% growth. Key P&G Haircare profit building block. P&G Global President Award. Global Great Design Award. Global industrial invention patent (number US 20120097630 A1). Global design guideline deployed for reapplication across Asia, North America and Europe.