Dove(R) Advanced Care – A Premium Line for Whatever Today’s Latina Does...

Dove(R) Advanced Care – A Premium Line for Whatever Today’s Latina Does to Her Hair

Dove Hair Care Survey Reveals Truth about Damage


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Chicago, IL–(HISPANIC PR WIRE)–June 19, 2006–Despite the damage Latinas do to their hair, they are always in pursuit of answers on how to treat it right. According to a recent survey(1), nearly two-thirds of Latinas (64 percent) say they would like one-on-one expert advice on their hair. In response, Dove Hair Care launched a wide array of products – including a Dove Advanced Care premium line – that provide expert care, all supported by the first-ever, toll-free bilingual Dove Hair Care Hotline (1-800-Dove-Hair, press “2” for Spanish).

Dove Advanced Care is a line of 13 premium products, including shampoos, conditioners and specialty treatments, specifically designed to address the many complex hair care issues women face today. The premium line includes products to care for hair that has been lightened or darkened as well as slightly or more severely damaged. Dove has also extended its original Dove Styling line with five products intended to address various hair care needs.

Color: Lightened or Darkened

Since more than half of Latinas (57 percent) color their hair and three quarters of Latinas (76 percent) think their hair color says something about their personality, it is no wonder that they enjoy changing their hair color by going a little lighter or darker than usual. To address the effects of lightening or darkening, Dove has introduced Dove Advanced Color Care products that provide expert care for color-treated hair.

“During the coloring process, lightened or highlighted hair can be stripped of its color to achieve a lighter shade, while darkened hair can eventually lose its luster and new, color-coated feel,” says Judy Rahn of Unilever research and development. “Now, with Dove, women can receive customized care and keep color-treated hair shiny and healthy looking.”

For whatever reason Latinas choose to color their hair–22 percent for a boost of self-confidence, 21 percent to keep up with seasonal trends and 20 percent to cover gray–Dove Advanced Color Care focuses on lightened or darkened hair, not on whether hair is colored red, brown or blonde. Dove Advanced Color Care For Lightened or Highlighted Hair helps revive hair structure, leaving hair noticeably soft, smooth and luminous. Since the effects are different for darkened hair, Dove Advanced Color Care For Hair Colored Darker or Similar to its Natural Shade helps preserve the smoothness and softness of hair, thus enhancing color quality.

Damage: A Little or a Lot

Almost half of Latinas (49 percent) know coloring is not the only cause of hair damage. However, they may not know that even the little, everyday things they do to their hair–like exposing it to the sun, blow-drying and brushing–are damaging factors. For nearly half of Latinas (46 percent) who can’t go without their blow-dryer or flat iron, Dove developed Dove Advanced Care for dry, damaged hair. This premium line can help the more than three out of four Latinas (80 percent) who know they have some kind of hair damage, whether slight or more severe.

“Many women do not realize that slightly damaged hair requires a different level of care than severely damaged hair,” says Leonardo Rocco, Dove celebrity stylist and owner of Rocco Donna Salon in South Beach, Florida. “Since not all damaged hair is created equal, it is important to determine which products meet your individual needs. With Dove Advanced Care shampoos, conditioners and specialty treatments, women can now get two levels of care for dry, damaged hair.”

For the little everyday things Latinas do to their hair such as brushing and blow-drying, Dove Advanced Care Sheer Moisture For Slightly Damaged Hair helps strengthen weakened hair by providing the right levels of conditioning. For the more severe things Latinas do to their hair, such as chemical treatments and flat-ironing, Dove Advanced Care Therapy For More Severely Damaged Hair helps repair dryness and brittleness and uses a patented Silicone Technology(TM) that seeks out the damaged area of hair where care is needed most.

Everyday Answers for Everyday Styling Issues

The last thing Latinas want to do is use styling products that leave hair feeling stiff and sticky. Dove Styling added five products to its popular line, including two curl defining products, two anti-frizz creams and an unscented hairspray, to cover all major hair styling needs. Each product contains our Weightless Moisturizers(R) and delivers natural movement and hold for styles that feel as good as they look. Our unique Weightless Moisturizers provide a great barrier to help prevent hair damage from heat styling.

DOVE BACKGROUND

Dove, manufactured by Unilever North America, is the No. 1 personal wash brand nationwide(2). 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 http://www.dove.com.

ABOUT UNILEVER

Unilever [NYSE: UL, UN], one of the world’s largest consumer products companies, aims to add vitality to life by meeting everyday needs for nutrition, hygiene and personal care. Each day, around the world, consumers make 150 million decisions to purchase Unilever products. The company has a portfolio of brands that make people feel good, look good and get more out of life.

In the United States these brands include recognized names such as: Axe, “all,” Ben & Jerry’s, Bertolli, Breyers, Caress, Country Crock, Degree, Dove personal care products, Hellmann’s, Lipton, Knorr, Popsicle, Promise, Q-Tips, Skippy, Slim-Fast, Snuggle, Suave and Vaseline. All of the preceding brand names are registered trademarks of the Unilever Group of Companies. Dedicated to serving consumers and the communities where we live, work and play, Unilever in the United States employs more than 15,000 people in 74 office and manufacturing sites in 24 states and Puerto Rico – generating approximately $10 billion in sales in 2004. For more information visit http://www.unileverusa.com.

1. All statistics are a result of the Dove Hair study conducted by Impulse Research Corp. in January 2006. The online survey was completed by 173 Hispanic women in the U.S. between the ages of 18-54. Margin of error is +/- 2.45 percent at the 95 percent level of confidence.

2. AC Nielsen (2004)

Dove(R) Advanced Care – A Premium Line for Whatever Today’s Latina Does to Her Hair