Stop Stripping: Your Hair Deserves Better

Keep the Good Stuff in Hair With Reformulated Dove(R) Shampoos

Every time a woman lathers up with an ordinary shampoo(1), she strips her hair of natural oils and moisturizers.

A recent survey(2) revealed two out of three women believe their hair is clean when it squeaks.

In reality, that squeak is a cry for help: Hair that squeaks signifies bad clean; it can mean it has been over-cleaned, stripped of natural oils and just plain damaged.

It is time to pull the lather from women's eyes. Dove Shampoos have a new, mild formula that offers a better kind of clean: one that does not wash out the good with the bad.

The reformulation contains milder cleansers that clean hair thoroughly without stripping hair of the "good stuff." No other leading brand has a cleansing system that uses the same mild cleansers.

"Women wash their hair to prevent product build-up and to wash away the daily grime. All shampoos clean hair, but ordinary, non-conditioning shampoos can strip hair. The new mild formulation of Dove Shampoos keeps essential moisturizers in the hair fiber," says Leonel Maximo Mollica, Dove Hair Care Senior Project Scientist, Product Claims.

Keep the "Good Stuff"

Surprisingly, more than half (57%) of women have been told it is unhealthy to shampoo everyday and more than 60 percent of women do not wash their hair on a daily basis, for fear of damage.

Contradicting a common follicle fallacy, it is healthy to shampoo hair daily with the right formulation, as found in the new Dove Shampoos.

The milder shampoos do not compromise the ability to thoroughly clean hair with a sudsy lather, yet they keep the "good stuff" -- proteins and moisturizers -- in the hair where they belong.

Dove Shampoos, which leave hair soft and smooth, are gentler than other leading shampoo brands because they strip less essential moisturizers from the hair and scalp(3).

Born to Be Mild

In keeping with the mild heritage, all Dove Shampoos will be reformulated with this gentler formula. The conditioners will continue to replenish and moisturize with their original weightless formula.

The entire line, along with the conditioners, is packaged in a simple, curved bottle that is beautifully uncomplicated. The new Dove Shampoos are available in food, drug and mass retail outlets for a suggested retail price of $3.99.

DOVE BACKGROUND:

Dove, manufactured by Unilever North America, is the No. 1 personal wash brand nationwide(4).

One in every three households uses a Dove product(2), which includes bar cleansers, body washes, face care, anti-perspirant/deodorants, hair care and body lotion. Dove anti-perspirant/deodorant is the No. 2 female-oriented anti-perspirant/deodorant brand in the United States(2).

Dove is available nationwide in food, drug and mass outlet stores. The Dove mission is to make women feel more beautiful every day by challenging today's stereotypical view of beauty and inspiring women to take great care of themselves.

Visit Dove at www.dove.com

(1) Ordinary, non-conditioning shampoo

(2) Dove study conducted by StrategyOne in May 2005. The national phone
survey was completed among 702 women, ages 18 and older. Margin of error is
plus or minus 3.2 percentage points at the 95% level of confidence.

(3) Unilever Research and Development laboratory testing

(4) AC Nielsen (2004)