|Product type||Anti-dandruff shampoo|
|Owner||Procter & Gamble|
By 1982, it was the "number one brand" of shampoo, and it was noted that "(n)o 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 active ingredients are the antifungal agents selenium disulfide and piroctone olamine.
Since the 1980s, the brand has 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. In the 2000s, however, sales dropped off, blamed on overextension of the brand into too many varieties, with over 30 kinds of Head & Shoulders being sold.
- Davis, Dyer; et al. (May 1, 2004). Rising Tide: Lessons from 165 Years of Brand Building at Procter and Gamble. Harvard Business Press. p. 423. ISBN 9781591391470. Retrieved 2013-05-07.
- Marketing & Decisions (1982), Volume 17, Issues 8-13, page 186.
- "Our Active Ingredients". Retrieved 16 November 2019.
- Thomas O'Guinn, Chris Allen, Richard J. Semenik, Advertising and Integrated Brand Promotion (2014), p. 210: "When Head & Shoulders dandruff shampoo is advertised with the theme "You Never Get a Second Chance to Make a First Impression", the audience realizes that Head & Shoulders could spare them the embarrassment of having dandruff".
- Matt Haig, Brand Failures: The Truth about the 100 Biggest Branding Mistakes of All Time (2005), p. 73: "Procter & Gamble had seen the same thing happen with its Head & Shoulders brand. Did consumers really need 31 varieties of anti-dandruff shampoo?"
- Abbersteen, Lucy (9 October 2018). "Claudia Winkleman on napping, fake tan and the best eyeliner money can buy". Marie Claire. Retrieved 18 February 2021.