CINCINNATI — Actress and model Sofia Vergara is the face of an advertising campaign highlighting the new Head & Shoulders 3 Action Formula.

The Procter & Gamble anti-dandruff shampoo brand said that starting this month, the 3 Action Formula can be found in all Head & Shoulders shampoo and conditioner collections, available at food, drug and mass retailers nationwide.

Sofia Vergara

Inspired by skincare products that contain optimized particles, the Head & Shoulders 3 Action Formula was developed with micro zinc mineral particles that cleanse, protect and moisturize the scalp, in turn creating a stronger foundation for more resilient, beautiful hair, according to the company.

The Head & Shoulders 3 Action Formula contains a gentle cleansing agent that provides a rich, deeply indulgent lather while offering dandruff protection, P&G said. That protection is fostered by the micro zinc particles, which deposit deep into the scalp pore and are left behind (even after rinsing) to improve the scalp’s condition and enable long-lasting dandruff protection.

In addition, the formula locks in moisture to improve the scalp barrier and maintain hydrated, strengthened and toned skin, the company noted. Conditioning agents also provide smoother, softer and more manageable hair, resulting in less breakage over time.

P&G said Vergara has used Head & Shoulders for more than 20 years. A linchpin of the new ad campaign is that Head & Shoulders 3 Action Formula not only provides strong, flake-free protection against dandruff, but it also provides soft, smooth, healthy and great-smelling hair — as shown by the results that Vergara gets with her hair.

“Sofia is an award-winning actress, producer and business woman loved by millions, who has access to the most sought-after treatments and expensive products. So it’s hard to believe — but true — that she uses Head & Shoulders in real life,” stated Marion Cohen, creativedirector at Saatchi & Saatchi London, creator of the new Head & Shoulders ad campaign. “We felt this fact could make for a compelling story. It has great comic potential, which suits Sofia’s personality, but is also an amazing claim for the brand. We wanted the ad to feel like we’ve captured a real moment so the claim would come across as genuine.”