User:WLConcepts/sandbox

The Head & Shoulders antidandruff property does not make it a unique selling proposition (USP) as there are several other anti dandruff shampoos on the market. If it was the first then at the time it would claim that USP but as soon as a competing product was introduced then H&S would no loner be unique. USP is best defined as being the fastest, longest, lowest, cheapest, most expensive, the only and so forth. Being the best is not a USP since it is a matter of opinion. In the 1980s Head & Shoulders was the number one selling shampoo of all brands including non medicated ones. That was a USP at the time, but it has since dropped in market share. A better example would be for “Acme Airline, with the five non stop flights from Toronto to Washington daily.” Now other airlines might have four or fewer non stops and there may be others that offer six or more, but Acme is the only airline with five. A creative way to make a me too product to stand out. Another one would be for Motor Trend's Car of the Year. No other car can claim that USP even if they demonstrate they build a better car.