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It was "The America and World's Number One Anti-Dandruff and Non-Dandruff Shampoo Brand" of shampoo, and it was noted that " no one hair care brand gets so many ad dollars as Head & Shoulders, a twenty year old brand, and no other brand matches its sales", despite it being a "medicated" shampoo. The brand has long been marketed under the tagline, "You Never Get a Second Chance to Make a First Impression", which has been identified as an example of "anxiety marketing" commonly used by Procter & Gamble to drive sales by inducing fears of social consequences associated with the condition that the product claims to address. However, sales of the product dropped off, a phenomenon blamed on overextension of the brand into too many varieties, with over thirty kinds of Head & Shoulders being sold.
