New Improved!

I have already admitted to be in the 40 somethings so it is permissible for me to say that I remember TV ads from the early 1970s.
Although these days as soon as the ads come on we reach for the mute button on the remote, ads are more much fun when you play guess the product, but I do occasionally hear them and wonder what is new in the world of advertised products.
Take one product, Head and Shoulders, in the 70's this was new and improved, now over 20 years later its still new and improved. Setting aside my concern that if something is new can it also be improved, I have to wonder at what crap we were being sold in the 70's if for every six months since the product has had to be reformulated. Back then Head and Shoulders cured dandruff and left hair clean, now it cures dandruff and leaves hair clean but there must be more to it because now its new.
Hair and washing products seem to be the most revamped and reformulated products in the world; New VO5, new Vanish, new Finish,New Domestosser, New advert.
Today we have dish washer powder that protect the glass, cleans the plates, removes dandruff, and kills 99% of all known germs yet leaves you hair feeling so soft that you can see the whiteness.
Next time they tell me its new improved I think ill demand proof.