19

Dec 2010

Restore the Balance in Your Life with New Head & Shoulders Scalp Care

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MEDIA RELEASE

Restore the Balance in Your Life with New Head & Shoulders Scalp Care the latest product range helps deals with itchy scalps.

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Kids, work, family and friends – life is busy enough without having to worry about smaller issues like the condition of your hair and scalp.  Now you can restore the balance in your life with new Head & Shoulders Scalp Care.

In the same way that dry, itchy or sensitive facial or body skin needs to be addressed quickly with a moisturiser, a dry, itchy or sensitive scalp needs care too. Just like your facial skin, the higher the moisture loss from the skin on your scalp’s surface, the drier the skin gets.

A dry, itchy or sensitive scalp is in fact the first sign of a compromised skin barrier and can extend to hair issues such as dry, lifeless locks and even flaking.

The new collection from Head & Shoulders – the world’s number one scalp care range of shampoos and conditioners* – features three new variants, containing natural extracts including Almond oil, Eucalyptus and Aloe Vera.

Each variant is designed to target specific scalp issues including; dry scalp, sensitive scalp or an itchy, irritated scalp.

Head & Shoulders’ scientist, Dr Jasmine Karsono says scalp problems are extremely common and range in severity, with 40 per cent of sufferers experiencing severe scalp problems.**

“A dry and itchy scalp changes the structure of the scalp’s natural barrier, resulting in an imbalance in its natural moisture levels. The scalp becomes drier and starts to flake, and the scalp’s dryness also takes its toll on hair,” Dr Karsono says.

Independent dermatologist, Dr Marta Rendon says the good news is that since scalp is skin, treating dry scalp is very similar to treating dry facial or body skin.

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“By providing moisturising benefits to the scalp surface and treating the affected areas with effective active ingredients, scalp skin can be regenerated, thus improving its condition,” Dr Rendon says.

Leading the way in innovation the Head & Shoulders scientists have advanced the understanding of scalp skin by devising a set of powerful tools called protein biomarkers to determine the skin’s condition. Using these biomarkers, these scientists, for the first time, show the state of the scalp skin when it suffers from dandruff and the irritation reaction that goes with it.

This deeper understanding of the scalp skin has led to a breakthrough Head & Shoulders formula that gives great anti-dandruff benefits and itch-relief while delivering strong hair care benefits, resulting in healthy scalp and beautiful hair.

New Head & Shoulders Itchy Scalp Care gives up to 72 hours of itch relief. This gentle yet effective formula contains Eucalyptus and soothes the scalp while effectively reducing visible flakes and thoroughly cleaning your hair to leave it soft and shiny.

For many, an itchy scalp just means that it is time for a hair-wash, but it is in fact a sign that your scalp needs immediate attention. An itchy scalp may often mean it is aggravated by the fungus Malassezia globosa. It is your body’s way of telling you your scalp health has been compromised and needs to be addressed quickly, just like you would if you had itchy skin on your face or body.

Key to the formula is Head & Shoulders’ HydraZinc, a power-packed form of ZPT. HydraZinc effectively reduces the main reason for scalp irritation: the fungus Malassezia globosa. It is tailored to protect hair but does not overload it with ingredients that could bind dirt and dust – thereby reducing another factor that can contribute to itch.

Contrary to the misconception that anti-dandruff shampoos are drying, it’s essential for them to be gentler and more moisturising on the scalp skin because it is already irritated. New Head & Shoulders Dry Scalp Care contains nourishing almond oil, and has six times more moisturizers*** meaning your hair and scalp enjoy better relief from dryness.

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The HydraZinc featured in the new Head & Shoulders Dry Scalp Care formula tackles the Malassezia globosa fungus, reducing the irritation of the scalp skin and restoring the skin barrier. This protects the scalp from further moisture loss while effectively eliminating visible flakes from the very first wash.

Dr Marta Rendon says for hair and scalp care, a holistic approach is important in treatment as hair is intrinsically linked to the scalp skin.

“Hair can only grow and develop to look beautiful when the environment it grows from – the scalp – is in a good state,” she says.

New Head & Shoulders Sensitive Scalp Care brings you much needed relief for scalp skin problems, by cleansing the scalp skin thoroughly, yet mildly with Aloe-Vera. It is gentle on your scalp skin and hair, leaving your hair beautifully soft, shiny and looking healthy. Head & Shoulders Sensitive Scalp Care also contains the patented HydraZinc technology which reduces the irritation of the scalp skin and restores the skin barrier, eliminating visible flakes from the very first use.

Dr Karsono says scalp is skin and it needs to be properly nourished and looked after for it to be in its best form.  “It is not difficult to care for your scalp and I encourage everyone to start paying more attention to their scalp health from today,” she says.

Head & Shoulders Itchy Scalp Care shampoo and conditioner (RRP $6.12 each, 200mL), Head & Shoulders Dry Scalp Care shampoo and conditioner 200mL (RRP $6.12 each, 200mL) and Head & Shoulders Sensitive Scalp Care shampoo and conditioner (RRP $6.12 each, 200mL) are available in supermarkets and pharmacies nationwide.

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Fleur Revell
Fleur Revell is one of the country’s most eminent PR consultants and public relations practitioners with more than 20 years industry experience behind her. Fleur is also a three times Qantas Media Awards winner and Feature Writer of the Year; and has an exceptional working knowledge of the New Zealand media landscape and its accelerating evolution in the digital age.
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