dove shampoo

Document Sample
dove shampoo Powered By Docstoc
					                                 Contact:         Danielle Gray/Edelman             Stacie Bright/Unilever
                                                  (312) 297-7575                    (203) 625-1130
                                                  danielle.gray@edelman.com         stacie.bright@unilever.com

                                         DISCOVER DOVE® HAIR CARE

Dove Hair Care encourages women to love the hair they have. One size fits all hair is not for everyone, which is
why Dove has a wide range of hair care products to meet women’s needs. The Dove Hair Care portfolio includes
a full line of shampoos, conditioners, treatments, styling aids and hairsprays for all hair types. Dove protects and
repairs for soft, smooth hair. In just five days, Dove transforms the look and feel of hair, making it beautiful.

                                             DOVE ADVANCED CARE
                                            FOR DRY, DAMAGED HAIR

Dove Advanced Care For Dry, Damaged Hair premium products provide two different kinds of care because not
all damaged hair is created equal. Whether hair is damaged a little or a lot, there are two levels of expert care for
whatever women do to their hair. The Advanced Care line includes shampoos, conditioners and specialty
conditioning treatments that leave hair feeling noticeably softer and smoother without weighing it down.

FOR SLIGHTLY DAMAGED HAIR
The little, everyday things women do to their hair can cause slight damage. Dove Advanced Care Sheer Moisture
For Slightly Damaged Hair helps strengthen weakened hair without weighing it down by providing the right
conditioning for this level of damage. The New Sheer Moisture Anti-Frizz Cream controls frizz and flyaways
while adding softness and shine.

     For the
      things
 women do to
their hair that
 damages it a
     little …          Use this Dove Formula …                             For these benefits …
A little          Advanced Care Sheer Moisture               Replenishes the natural moisture in slightly dry,
damage            Shampoo For Slightly Damaged                damaged hair without weighing hair down
caused by         Hair                                       Cleans effectively without stripping hair of
blow drying,      355 mL/12 fl. oz. / SRP $5.99               essential moisturizers
styling or                                                   Use daily
environmental     Advanced Care Sheer Moisture               Replenishes the natural moisture in slightly dry,
factors           Conditioner For Slightly Damaged            damaged hair
___________       Hair                                       Use daily after shampooing
                  355 mL/12 fl. oz. / SRP $5.99
Symptoms:         Advanced Care Sheer Moisture               Detangles instantly to improve manageability for
slight dryness    Leave-In Replenishing Mist                  easy combing
                  For Slightly Damaged Hair                  Daily lightweight leave-in mist for wet or dry hair
                  273 mL/9.25 fl. oz. / SRP $5.99             that reduces frizz and flyaways
                  NEW! Advanced Care Sheer                   Smoothes slight frizz and flyaways that can be
                  Moisture Anti-Frizz Finishing               caused by slightly damaged hair
                  Cream For Slightly Damaged Hair            Lightweight cream that will not weigh hair down
                  4.0 fl. oz. (113 g ) / SRP $5.99




                                                                                                         Page 1 of 7
FOR SEVERELY DAMAGED HAIR
The extreme processes and chemical treatments women do to their hair, such as flat-ironing or curling hair, can
cause more severe damage. Dove Advanced Care Intense Damage Therapy For Severely Damaged Hair helps
repair dry, brittle feeling hair in just five days. The shampoo and conditioner use a patented Silicone Technology
that seeks out the damaged area of the hair, where treatment is needed most.

    For the
     things
   women do
  to their hair
       that
 damages it a
      lot …            Use this Dove Formula …                              For these benefits …
 A lot of         Advanced Care Intense Damage                Delivers daily therapy to hair with symptoms of
 damage           Therapy Shampoo                              more severe dryness or damage with intense
 caused by        For More Severely Damaged Hair               moisturizers that go deep inside the hair
 extreme          355 mL/12 fl. oz. / SRP $5.99               Cleans effectively without stripping hair of
 processes                                                     essential moisturizers
 and chemical                                                 Repairs severely damaged hair for more body,
 treatments                                                    shine and strength in just five days
 ___________                                                  Use daily
                  Advanced Care Intense Damage                Conditions hair using intense moisturizers that go
 Symptoms:        Therapy Conditioner                          deep inside the hair
 severe           For More Severely Damaged Hair              Replenishes hair with symptoms of more severe
 dryness and      355 mL/12 fl. oz. / SRP $5.99                dryness or damage by delivering daily therapy
 damage
                                                              Repairs severely damaged hair for more body,
                                                               shine and strength in just five days
                                                              Use daily after shampooing
                  Advanced Care Intense Damage                Hydrates more severely dry, damaged hair and
                  Therapy Repairing Treatment                  helps reduce breakage for a deep level of care
                  For More Severely Damaged Hair               with intense moisturizers
                  207 mL/7 fl. oz. / SRP $5.99                Repairs severely damaged hair for more body,
                                                               shine and strength in just five days
                                                              Can be used 2-3 times per week or as desired




                                                                                                   Page 2 of 7
                                        DOVE ADVANCED COLOR CARE
                                     FOR LIGHTENED AND DARKENED HAIR

Dove Advanced Color Care addresses that the effects of lightening and darkening hair are not the same. The line
focuses on expert care for color-treated hair whether it is lightened or darkened, not whether hair is red, brown or
blonde. The Advanced Color Care line includes shampoos, conditioners and specialty conditioning treatments
that leave hair noticeably softer and smoother without weighing it down.

FOR LIGHTENED HAIR
Lightened or highlighted hair is stripped of its color to achieve a lighter shade, which removes the protein and
weakens the hair, making it look dull. Dove Advanced Color Care For Lightened or Highlighted Hair focuses on
the internal and external fiber damage to recapture softness and shine.

     For the
    effects of
 lightening or
  highlighting
     hair …             Use this Dove Formula …                          For these benefits …
 When hair is      Advanced Color Care Shampoo              Restores softness and shine
 lightened or      For Lightened or Highlighted Hair        Contains lubricating polymers to protect
 highlighted, it   355 mL/12 fl. oz. / SRP $5.99             breakage-prone hair when lathering
 is stripped of                                             Cleans effectively without stripping hair of
 color as well                                               essential moisturizers
 as softness                                                Use daily
 and shine
                   Advanced Color Care Conditioner          Restores softness and shine
                   For Lightened or Highlighted Hair        Revives the structure of the hair fiber with unique
                   355 mL/12 fl. oz. / SRP $5.99             penetrating moisturizers
                                                            Use daily after shampooing

                   Advanced Color Care                      Instantly helps to detangle hair, improving
                   Leave-In Luminizing Mist                  manageability for easy combing
                   For Lightened or Highlighted Hair        Lightweight mist leaves hair silky and adds shine
                   155 mL/5.24 fl. oz. / SRP $5.99           without weighing it down
                                                            After shampooing, apply to hair from roots to tips
                                                            Do not rinse; use daily




                                                                                                   Page 3 of 7
FOR DARKENED HAIR
Hair colored darker or closer to its natural shade eventually loses its radiant, just-colored look and feel. Dove
Advanced Color Care For Hair Colored Darker or Similar to its Natural Shade focuses on external fiber damage to
preserve the smoothness and softness of hair and enhance color quality. New Advanced Color Care Leave-In
Glossing Mist for Hair Colored Darker or Similar to its Natural Shade adds gloss and detangles darkened
hair without weighing it down. The lightweight mist leaves hair smooth and radiant.

    For the
   effects of
 darkening or
    coloring
   closer to
      hair’s
    original
   shade …              Use this Dove Formula …                         For these benefits …
 Eventually,      Advanced Color Care Shampoo             Preserves softness and shine of hair day after
 when hair is     For Hair Colored Darker or Similar       day
 colored          to its Natural Shade                    Contains lubricating polymers to protect
 darker or        355 mL/12 fl. oz. / SRP $5.99            breakage-prone hair when lathering
 similar to its                                           Cleans effectively without stripping hair of
 natural                                                   essential moisturizers
 shade, it                                                Use daily
 loses luster     Advanced Color Care Conditioner         Preserves the just-colored softness and shine of
 and new          For Hair Colored Darker or Similar       hair day after day
 color coated     to its Natural Shade                    Use daily after shampooing
 feel             355 mL/12 fl. oz. / SRP $5.99


                  NEW! Advanced Color Care                Adds gloss without weighing darkened hair down
                  Leave-In Glossing Mist For Hair         Lightweight mist leaves hair soft and adds
                  Colored Darker or Similar to its         radiance
                  Natural Shade                           Do not rinse; use daily
                  155 mL/5.24 fl. oz. / SRP $5.99




                                                                                                Page 4 of 7
                                               New Dove pro•age

Women experience change in their hair as they age and go through menopause. Dove introduced a complete
beauty care collection created for those needs. Encouraging women to embrace their age, Dove is pro•age, not
anti-age. In true Dove fashion, the product line breaks tradition and challenges stereotypes with this new launch.

Hair feels drier and diminishes in thickness and body as it ages: Enhanced fullness is one of the top three most
desired hair improvements among women 50+.

Additional Facts:
   – A woman’s hair diameter becomes smaller over time; it peaks at the age of 30 and then falls gradually
   – Individual hair follicles get smaller with age, resulting in finer hair and loss of overall volume
   – Hair thickness is 28 percent less at age 70 than at 35
   – The natural oil (sebum) content changes with age, causing it to look and feel dry

Changing hair needs very specific care because it has two difficult challenges: Volume and dryness. pro•age
provides changing hair with real care to help it look and feel more thick and full with key ingredients (described
below).


 For the aging         Use this Dove Formula …                            For these benefits …
    hair …
  Wash and        NEW! pro•age Shampoo                        Contains a mild cleansing formula with polymers
      Care        355 mL/12 fl. oz. / SRP $5.99                to gently clean hair
                                                                    – Polymer JR binds to the fibers to
                                                                        provide hair with a perceptible wet feel
                                                                        and conditioning benefit, particularly
                                                                        important for dry-feeling hair
                                                              Polyox polymer prevents individual hair fibers
                                                               from tangling and provides a rich, creamy lather
                                                                    – Hair is perceptibly smooth during rinsing
                                                              Does not contain ingredients that can weigh hair
                                                               down
                  NEW! pro•age Conditioner                    Combines fatty alcohol and cationic conditioners
                  355 mL/12 fl. oz. / SRP $5.99                to deliver excellent conditioning to hair without
                                                               weighing it down for softer, smoother,
                                                               moisturized hair that is full and thick
                                                              Protects hair from breakage, detangles and
                                                               improves manageability with lightweight
                                                               conditioning formula
     Styling      NEW! pro•age Styling Mousse                 Adds natural body and lift to create a full, thick
                  7.0 oz. (198 g) / SRP $5.99                  style that feels as good as it looks
                                                              Contains a polymer to provide extra
                                                               manageability, helping women to create a more
                                                               voluminous style
      Hold        NEW! pro•age Finishing Spray                Provides long-lasting hold to maintain fullness
                  7.0 fl. oz. (198 g) / SRP $5.99             Releases product in fine mist due to specially
                                                               designed aerosol pump that allows for more
                                                               even distribution
                                                              Holds style without weighing hair down




                                                                                                   Page 5 of 7
                                              DOVE STYLING
Dove Styling includes four styling aids and four hairsprays to cover all major hair styling needs.
Designed to provide long-lasting control without leaving hair too stiff or sticky, each product provides
natural movement and hold for styles that feel as good as they look.



    If you           Use this Dove Formula …                         For these benefits …
   want …
 Curls/Waves     Curl & Sculpt                           Defines curls and waves with a lightweight foam
                 Defining Mousse                          for soft, frizz-free styles
                 7.0 oz. (198 g) / SRP $3.99
     Hold        Unscented Extra Hold Hairspray          Firmly holds style without compromising
                 with Natural Movement (Aerosol)          movement and leaves hair feeling soft and
                 7.0 fl. oz.(198 g) / SRP $3.99           natural; unscented formula
                 Extra Hold Hairspray                    Firmly holds style without compromising
                 with Natural Movement                    movement and leaves hair feeling soft and
                 (Aerosol and Non-Aerosol)                natural
                 7.0 oz. (198 g) and 9.25 fl. oz.
                 (273 mL) / SRP $3.99
                 Flexible Hold Hairspray with            Gives hair a finished look while providing
                 Natural Movement                         flexible hold with natural movement
                 (Aerosol)
                 7.0 oz. (198 g) and 9.25 fl. oz.
                 (273 mL) / SRP $3.99
 Volume/Body     Body & Lift Volumizing Mousse           Gives hair body and lift that lasts throughout the
                 7.0 oz. (198 g) / SRP $3.99              day with a lightweight foam formula
                 Define & Shine Control Gel              Shapes and defines style while providing all-day
                 7.0 oz. (198 g) / SRP $3.99              control and shine
     Control     Smoothing Frizz Control Anti-Frizz      Enhances shine, smoothes away frizz and
                 Cream for Normal to Slightly Dry         tames flyaways for normal hair; a lightweight
                 Hair                                     cream that can be re-applied as needed
                 4.0 fl. oz. (113 g) / SRP $3.99




                                                                                              Page 6 of 7
                                     DOVE SHAMPOOS AND CONDITIONERS

For the first time, Dove Hair Care adds a revitalizing new fragrance to its shampoo and conditioner line. New Cool
Moisture Shampoo and Conditioner build off other successful Dove Cool Moisture products with a light and
refreshing cucumber and green tea scent. The gentle shampoo formula cleans and moisturizes while the
balanced conditioner leaves hair feeling soft and fresh without weighing it down.

  If you have
  this type of
     hair …             Use this Dove Formula …                            For these benefits …
 Normal          NEW! Cool Moisture Shampoo                   Cleans effectively with a mild formula that does
                 355 mL/12 fl. oz. / SRP $3.99                 not strip hair of its essential moisturizers
                 751 mL/25.4 fl. oz. / SRP $5.67              Leaves hair feeling clean and revitalized
                 40 fl. oz. / SRP $6.79                       Refreshing cucumber and green tea scent
                 10.2 fl. oz. / SRP $2.99
                 NEW! Cool Moisture Conditioner               Leaves hair feeling soft and fresh without
                 355 mL/12 fl. oz. / SRP $3.99                 weighing it down
                 751 mL/25.4 fl. oz. / SRP $5.67              Refreshes and revitalizes with cucumber and
                 40 fl. oz. / SRP $6.79                        green tea scent
                 10.2 fl. oz. / SRP $2.99
                 Beautifully Clean Shampoo                  Cleans effectively with a unique formula that
                 355 mL/12 fl. oz. / SRP $3.99               does not strip hair of essential moisturizers
                 751 mL/25.4 fl. oz. / SRP $5.67            Cleansing formula leaves hair naturally soft and
                                                             smooth
                 Beautiful Care Conditioner                 Conditions while maintaining hair’s natural
                 355 mL/12 fl. oz. / SRP $3.99               moisture balance
                 751 mL/25.4 fl. oz. / SRP $5.67            Leaves hair noticeably softer and smoother

 Dry,            Moisturizing Shampoo, Conditioner          Hydrates and replenishes intense moisture to
 damaged         and 2-in-1 Shampoo                          restore dry hair
                 355 mL/12 fl. oz. / SRP $3.99              Does not strip hair of its essential moisturizers
                 751 mL/25.4 fl. oz. / SRP $5.67
                 40 fl. oz. / SRP $6.79
                 10.2 fl. oz. / SRP $2.99
 Fine, thin      Extra Volume Shampoo,                      Hair has volume, strength and smoothness in just
                 Conditioner and 2-in-1 Shampoo              five days while cleansing or conditioning without
                 355 mL/12 fl. oz. / SRP $3.99               stripping hair of its essential moisturizers
                 751 mL/25.4 fl. oz. / SRP $5.67
                 40 fl. oz. / SRP $6.79
                 10.2 fl. oz. / SRP $2.99
 Medium to       Moisture Rich Color                        Enhances color’s brilliance and replenishes
 thick, color-   Shampoo and Conditioner                     essential moisture
 treated         355 mL/12 fl. oz. / SRP $3.99              Leaves hair soft, smooth and naturally vibrant in
                                                             just five days

 All Dove beauty products are available food, drug and mass retail outlets.
All Dove beauty products are available inin food, drug and mass retail outlets.




                                                                                                   Page 7 of 7