The Procter & Gamble-owned brand has been in production since 1945 but on Tuesday made its mark on technology, accompanied by a full-size four-page wraparound cover to the daily USA Today newspaper.

Pantene’s contention is that much of searching is biased. Searching “greatest engineers” will yield male results, they say, which do not accurately represent the contributions women are making every day. “Cultural stereotypes distort their achievement and potential,” Pantene states.

Not all searches bring up men; Pantene also states a search for “school girl” delivers heavily sexualised results, as does searching for “Asian woman” in Spanish, among other examples.

Pantene claims S.H.E. is an extension that can transform the way searches are done by helping remove some of the learned bias from search engine results. S.H.E. filters and repositions results returned by searches, “to yield more accurate representations”, the company says.

“By using S.H.E. you can influence the way search engines work today, giving women’s transformations the visibility they deserve. While using the extension, you can flag a term that S.H.E. hasn’t equalised yet. This helps S.H.E. make updates and continue to help transform results and the world,” Pantene explains.

More information including download links is online, as is a list of search terms currently being equalised.