Head & Shoulders (H&S) is an American brand of anti-dandruff and non-dandruff shampoo produced by parent company Procter & Gamble that was introduced in 1961. 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 20- year-old brand, and no other brand matches its sales", despite it being a "medicated" shampoo. Since the 1980s, 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. In the 2000s, 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. A large number of celebrities have appeared in advertising campaigns for the brand, including Mexican celebrity Thalía, British Formula One driver Jenson Button, and Indian model Nauheed Cyrusi. The active ingredient is pyrithione zinc.