'Desperate Housewives' launched on Channel 4 and E4 three weeks ago and has secured average ratings of 5.5m or 26% audience share, the best Channel 4 launch since 'Friends'.
Channel 4 negotiated the deal direct with P&G, marking the first time P&G has taken its relationship with the broadcaster beyond traditional spot advertising.
4Creatives, part of Channel 4's commercial arm 4Ventures, will create the idents in-house.
Craig Foster, Herbal Essences brand manager, said: "We are thrilled to sign the deal. Herbal Essences is a fantastic product with a very unique brand position in the haircare market. This sponsorship will further enhance the contemporary, fashionable image of Herbal Essences and is a perfect fit with our 'organic experience' campaign idea."
Mike Bell, P&G media manager, added: "We look forward to working with Channel 4 on projects in the future."
'Desperate Housewives' is a dark comedy drama following the apparent domestic bliss of a group of upmarket suburban housewives. It is narrated through the eyes of a deceased wife, who aims to uncover the group's secrets. It features former 'Superman' star and Bond girl Teri Hatcher.
The show first aired in the US on the ABC network last autumn.
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