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Dove rejuvenates hair with new fibre-actives

Sep 23, 2011 2:46:05 PM - www.ft.lk

Dove, one of Unilever’s leading global brands, launched their superior new range of hair care recently at Salon Nayana, World Trade Center. The New Dove Damage Therapy Range, which is patented with fibre-actives and micro moisture serum technology repairs damage at the heart of hair while making hair six times stronger.

The Dove brand is the number eight brand in the top 50 beauty brands in the world and the number one for Unilever, and is dedicated to bringing out the real beauty in every woman, making women feel confident about their appearances. With this, understanding it has cut across age groups and grooming requirements to better its portfolio. Globally Dove has spread its wings to cover hair care and skin care with products that includes bathing bars, body wash, shampoos, conditioners, advanced hair treatments, and deodorants. Dove products are sold in more than 35 countries, including Argentina, Australia, Brazil, Canada, Germany, India, Ireland, Netherlands, Thailand, Turkey and the United States.

Personal care Marketing Unilever Director Ramani Samarasundara said, “The beauty business is clearly a priority for Unilever Sri Lanka. Dove the premium hair care brand offers the hair care needs of the modern woman. Having lustrous and healthy hair is the dream of every woman. Beautiful hair in every way is a crowning glory and is one of the first things that are noticed in a woman. But eight of every 10 women in the world have damaged hair, and out of these eight only two acknowledge that their hair is damaged, and currently buy damage care solutions. The other six experience damage but do nothing about it. Dove is the damage care expert that repairs damage at the heart and gives the freedom to be beautiful.”
“Hair damage can occur due to a number of reasons, some being in ways that are not even realized, and usually occur in the everyday routine of most women. Damage causes could be either environmental (sun, pollution, cold, and humidity), mechanical (washing, towel drying, and brushing), thermal (blow drying, using heat treatments), or chemical (colouring and perming).
Constant exposure to the UV rays of the sun can weaken and thin hair whilst smoke and toxins in the air leaves your hair feeling dirty, sticky and unhealthy,” said Dove Brand Manager Ganga Hewage. She also stated that the new Dove Damage Therapy range has been re-invented with fibre-active technology to restructure the protein chain inside the heart of the hair making it six times stronger, making it easier to have the freedom to be beautiful on the outside.
Dove Damage Therapy brings scientific breakthroughs to you in a range of shampoos and conditioners which is the first range scientifically proven to repair the internal structure of hair fibre. The expert solutions range using the best surface technology of ‘Aminoshields’ protects, moisturizes and treats your dry, dull and rough  hair  to make it unbelievably shiny, soft, smooth and beautiful. The new patented technology of functional internal repair fibre actives exclusive to  Dove reconstructs damaged hair and split  ends from deep inside and nourishes to give you more  healthy and strengthened hair, resilient to future damage, stated the Technical Management Director – South Asia from Hindustan Unilever Niraj Mistry.
Acclaimed grooming specialist Nayana Karunaratne said, “Hair strands are made of little scale -like cuticles that open up when they come in contact with water, cleaning agents or any other foreign elements, which in turn leaves the hair dry, rough and with lots of tangles. These cause hair damage in different forms and proportions and leave us with a need for proper hair care solutions.”
New Dove Damage Therapy range comes in three variants of shampoos and conditioners – Dove Intense Repair, Dove Dryness Care and Dove Daily Shine. Dove Intense Repair shampoo and conditioner with patented fibre actives and micro moisture serum is for very dry and damaged hair, and goes to the root of the problem and repairs accumulated damage, which is the reason for breakage and split ends. Dove Dryness Care shampoo and conditioner is for moderately damaged dry hair and replenishes and nourishes rough, dry hair with micro moisture serum that gently restores softness. Dove Daily Shine shampoo and conditioner contain patented micro moisture serum that defends against constant aggressions that cause dullness.
The new Dove Damage Repair Therapy range has been launched with modern instantly recognizable white packaging, at a new and affordable price. All three variants are available at all leading supermarkets, pharmacies, groceries and all retail outlets for cosmetics and toiletries.
Pix by Kithsiri De Mel

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