According to studies, 6-12 million people a year suffer from head lice infestation, and it is estimated that more than $100 million is spent annually to combat this problem. To make matters worse, there’s concern among parents that lice are becoming more resistant to traditional OTC treatments. To help avoid an infestation, parents, school officials and camp counselors are told to remind kids not to share combs, brushes, hats, barrettes or any other personal care items, regardless of whether they have lice or not.

But in reality, some experts contend lice are no more prevalent or potent today than in years past here in the U.S.

And sales haven’t been growing either. According to SymphonyIRI Group, a Chicago-based market research firm, lice treatment sales at supermarkets, drugstores and mass merchandisers (excluding Walmart) for the 52 weeks ended May 16, 2010 were $67.9 million, down 2.73%. Those figures, however, do not include sales of products purchased at salons or other methods of treatment, such as the professional nitpicker who can charge upwards of $200 to rid one child’s head of lice and even more to treat the entire home after an outbreak occurs. It is more likely that piqued interest in lice products stems more from fear and a willingness to do anything to avoid lice entirely—like require every 5-year old to purchase his own $50 t-ball helmet or have kids to put their backpacks, coats and hats into black garbage bags at the start of each school day.
 

Lice Shield reportedly keeps lice away.