Dove(R) Advanced Care - A New Premium Line for Whatever Women Do to Their Hair; New Hair Care Hotline from Dove Has All the Ans
18 April 2006 - 11:16AM
Business Wire
No matter what women do to their hair, they are looking for answers
on how to treat it right. According to a recent survey(1),
two-thirds of women (66 percent) say they would like one-on-one
expert advice on their hair. Dove Hair Care has answered that call
with a wide array of products - including a new Dove Advanced Care
premium line - that provide expert care, all supported by the
first-ever, toll-free Dove Hair Care Hotline. As debuted on "The
Ellen DeGeneres Show," the toll-free Dove Hair Care Hotline is the
ultimate destination for individualized hair care solutions for
whatever women do to their hair. Coinciding with the introduction
of the toll-free Dove Hair Care Hotline (800/Dove-Hair), Dove
Advanced Care is an entirely new 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 is also extending its original Dove
Styling line with five new products intended to tackle several hair
care concerns. Color Chameleons Since two out of three women (66
percent) color their hair and three quarters of women (75 percent)
think their hair color says something about their personality, it
is no wonder women are going a little lighter or darker than usual.
In response, Dove has introduced Dove Advanced Color Care, a new
line of shampoos, conditioners and specialty conditioning
treatments that provide customized care for the different effects
of lightening and darkening hair. "Dove Advanced Color Care
addresses that the effects of lightening and darkening are not the
same," says Judy Rahn of Unilever research and development. "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. Now, with
Dove, women can keep color-treated hair looking shiny and healthy."
For whatever reason women color their hair - 17 percent to keep up
with seasonal trends, 22 percent for a boost of self-confidence and
25 percent to cover gray - Dove Advanced Color Care focuses on
expert care for lightened or darkened hair, not color. 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 to preserve that
just-colored feeling. Damage: A Little or a Lot Most women 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. Dove Advanced Care for dry, damaged hair can help
the three out of four women (78 percent) who know they have some
kind of hair damage, whether slight or more severe. This premium
line includes products with two levels of care, because Dove
understands that not all damaged hair is created equal. "The recipe
for hair care recovery calls for treating damage properly with the
right levels of moisture, "says Gretchen Monahan, Dove celebrity
stylist and salon owner. "Dove recognizes that slightly damaged
hair requires different care than hair that is more severely
damaged with its new line of Dove Advanced Care shampoos,
conditioners and specialty treatments." For the little every day
things women 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 slight symptoms of damage. For the more extreme
things women 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 women need it most. Everyday Answers for Everyday Styling
Issues The last thing women want to do is use styling products that
leave hair feeling stiff and sticky. Dove Styling adds five new
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 Weightless
Moisturizers(R) and delivers natural movement and hold for styles
that feel as good as they look. Unique Weightless Moisturizers
provide a great barrier to help prevent hair damage from heat
styling, as well. 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 www.dove.com. ABOUT UNILEVER Unilever (NYSE:UL)(NYSE: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 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 1,601 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)
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