Damage Control: Dove Hair Care Exposes The Truth Behind Women's Hair Damage

Tue May 5, 2009 7:01am EDT

* Reuters is not responsible for the content in this press release.

New study reveals that hair damage is standing between women and beautiful

ENGLEWOOD CLIFFS, N.J., May 5 /PRNewswire/ -- In a world where women spend an
average of 30 minutes daily on damage causing activities such as brushing,
coifing, and styling hair, it is surprising that nearly nine in ten U.S. women
still believe their hair has little or no damage(1). The truth is all women
have hair damage but most do not realize it. Whether it is split ends, frizz,
breakage or even lack of body, damage is preventing women from achieving the
beautiful locks they desire. Instead of struggling with damage or drastically
altering their daily habits, women can find simple solutions with Dove Therapy
System shampoos and conditioners, which contain unique serums to help repair,
protect and moisturize hair resulting in beautifully smooth hair from root to

"Daily hair routines cause the damage that stands between women and beautiful
hair," says celebrity stylist Gretta Monahan. "Achieving better hair days does
not have to be a struggle, women can fight damage starting in the shower. Dove
Therapy System shampoos and conditioners are made with unique serums that
precisely target damage where hair needs it most, leaving hair looking smooth
from root to tip."

All Hair Has Some Degree of Damage ...
Women are knowingly and unknowingly inflicting damage on their hair every day.
On average, their daily hair routine takes almost 35 minutes, 30 of which are
spent on damage causing activities. Whether hair looks healthy, shiny and
smooth or suffers from symptoms of damage like frizz and dryness, warding off
the damage should start with recognizing the everyday activities that harm

    --  Hair Brushing: 82 percent of women brush their hair daily or more,
        can cause up to 23 percent more damage to hair
    --  Ponytail Holders: Nearly half of women hold their hair in ponytail
        holders once a week or more, which can cause up to 20 percent more
        damage to hair
    --  Heat Styling: 60 percent of women heat style (includes blow dryers,
        curling irons and flat irons) their hair once a week or more, which
        cause up to 33 percent more damage

Hair Damage Leads to Bad Hair Days ...
Hair damage is what stands between women and beautiful hair. No matter what
the damage looks like - split ends, breakage, frizz, lack of body or even
static, damage can lead to unmanageable hair styles, bad hair days and
negatively affect a woman's self-esteem. In fact, nearly 32.5 million(2) women
in the U.S. have chosen not to go somewhere because their hair did not look
    --  More than half of U.S. women feel embarrassed when their hair does not
        look good
    --  Nearly two in four women agree when they are not happy with their hair
        they do not feel like themselves

There Is Good News ...
Women do not have to change their daily hair routines to reduce damage. Dove
Therapy System shampoos and conditioners with unique serums help repair and
protect hair. Each serum seeks out and repairs damaged hair by depositing
gel-phase conditioners and fine silicone droplets in an even layer, leaving
hair with a conditioned, clean feel without weighing it down.

Dove is committed to providing consumers the best products to repair and
protect their hair damage.  To prove it Dove created the Dove Hair Repair
Challenge. Customers who are not convinced that Dove conditioners repair hair
damage can receive a full refund (up to an $8.00 value). Visit dovehair.com
for more information about the Hair Repair Challenge and the Dove Study

About the Dove Hair Care Study 
All statistics are a result of the September 2008 Dove Hair Care Global Study
conducted by Strategy One, an applied research consulting firm. The online
survey was completed by 1,000 women in the U.S. between the ages of 18-64.
Margin of error is +/- 3 percent at the 95 percent confidence level.

About Dove
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.  Dove, manufactured by Unilever, is the No. 1 personal wash brand
nationwide.  One in every three households uses a Dove product(3), which
includes beauty bars, body washes, face care, anti-perspirant/deodorants, body
mists, hair care and styling aids. Dove is available nationwide in food, drug
and mass outlet stores.

About Unilever 
Unilever's mission is to add vitality to life.  We meet everyday needs for
nutrition, hygiene and personal care with brands that help people feel good,
look good and get more out of life.  Each day, around the world, consumers
make 160 million decisions to purchase Unilever products.

In the United States, the portfolio includes major brand icons such as: Ben &
Jerry's, Bertolli, Breyers, Caress, Country Crock, Degree, Dove personal care
products, Hellmann's, Klondike, Knorr, Lipton, Popsicle, Promise, Q-Tips,
Skippy, Slim-Fast, Suave, Sunsilk, Vaseline and Axe.  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 employs nearly 12,000 people in both the United States and
Puerto Rico - generating nearly $10 billion in sales in 2008.  For more
information, visit www.unileverusa.com.

(1) Dove Hair Care Study, national survey of 1,000 women 18-64, conducted by
StrategyOne September 2008 (2) Number generated based on 2007 U.S. Census
numbers of women aged 18-64
(3) AC Nielsen (2004

    Lisa Levandowski/Edelman

    Stacie Bright/Unilever


Lisa Levandowski of Edelman, +1-312-240-2924, lisa.levandowski@edelman.com; or
Stacie Bright of Unilever, +1-201-894-6531, stacie.bright@unilever.com, both
for Dove
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