Shin Tae-yong fronts CLEAR MEN ULTRA launch ahead of FIFA World Cup 2026

CLEAR MEN is rebranding to CLEAR MEN ULTRA, tapping former Indonesia national team coach Shin Tae-yong to front its new performance-focused positioning.

The relaunch signals a sharpened focus on scalp health as the foundation of men’s confidence and performance, anchored in a new 3X Scalp Barrier Defence and 3X Ultra Protection formula. The brand is seeking to elevate the conversation around scalp health, especially for men regularly exposed to sweat, heat and oil build-up.

According to the brand, one in two adults worldwide has experienced dandruff, with Indonesia ranking among the top five countries for severe cases. Internal CLEAR research further indicates that dandruff-prone scalps have a weaker barrier, making them more vulnerable to external stressors commonly associated with high-intensity lifestyles.

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“For years, many men have focused on their hair, when the root of the problem lies in the scalp. A strong scalp is the foundation of optimal hair performance,” a brand representative said.

Football as the performance metaphor

To embody its new positioning, CLEAR MEN ULTRA has turned to football – a sport synonymous with stamina, focus and resilience under pressure. The brand is an official sponsor of the FIFA World Cup 2026, using the global tournament as a symbolic benchmark of peak performance.

Shin Tae-yong has been appointed as CLEAR MEN ULTRA’s “icon of performance”. Beyond a conventional endorsement, the collaboration extends into grassroots engagement, including the formation of an “ultra squad” curated alongside the coach.

The initiative will also see a collaborative training programme supported by Shin Tae-yong’s team, aimed at instilling discipline and a champion’s mindset among selected Indonesian youth talents – reinforcing the campaign message that strong performance begins with a strong foundation.

“As you have seen on the field, when coaching a team, I pay close attention to players’ performance. With my fast-paced strategy, players are required to move actively and remain focused in executing every tactic. I was truly impressed when introduced to CLEAR MEN ULTRA. This product is very helpful for me and the players; we no longer need to worry about scalp conditions because we receive 3X stronger protection, allowing us to stay focused on improving our performance,” said coach Shin Tae-yong.

Addressing men’s distinct scalp needs

Research compiled in the Clear Scalp Health Science & Research Book shows that men’s scalps have distinct biological characteristics. Higher oil production, excessive sweating and conditions more conducive to the growth of dandruff-causing fungi can make men up to seven times more prone to dandruff than women. When the scalp barrier weakens, microbiome imbalance and excess oil may trigger itchiness, recurring dandruff and even hair fall from the roots.

“Dandruff does not stand alone; it is closely linked to excess oil and a weakened scalp barrier. Therefore, an effective solution must work at the root, not just cleanse the surface,” added the CLEAR MEN Indonesia representative.

In response, CLEAR MEN ULTRA is spotlighting three pillars of scalp health: strengthening the scalp barrier, balancing the microbiome and optimising oil control. 

The refreshed portfolio now spans three targeted variants. Menthol Fresh Active is enriched with menthol and peppermint to deliver a cooling sensation while helping to combat dandruff-causing fungi. Oil Control is powered by oil-control technology designed to balance scalp oil without drying the hair. Meanwhile, Anti Hair Fall is clinically proven to help reduce hair fall from the roots with shampoo use alone.

The brand’s latest campaign, titled “Stronger scalp. Stronger performance. Becoming unstoppable against dandruff & grease,” reinforces the message that high performance – whether on the pitch, at work or in daily life – begins at the root.

For CLEAR MEN, the collaboration with Shin Tae-yong is positioned as more than a typical ambassador arrangement. It represents a broader movement to inspire Indonesian men to stay focused, disciplined and confident in the face of pressure, mirroring the demands of elite football.

By aligning its 3X Scalp Barrier Defence technology with the competitive spirit of the FIFA World Cup 2026, CLEAR MEN ULTRA is betting that scalp health – long treated as a functional concern – can be reframed as a performance essential for the modern, active male consumer.

Be part of PR Asia Indonesia 2026 on 15 July 2026 – the first time this regional communications flagship lands in Jakarta – bringing together communications leaders ready to redefine influence, reputation, and impact!

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