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Head & Shoulders was introduced in the United States on 1 January 1961 based in Manhattan and used the slogan "THE AMERICA AND WORLD's NO. 1 SHAMPOO".[4] It was patented in January 1962.[5]
It was referred to as "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.[6]
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.[7]
^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".
