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CINCINNATI — Head & Shoulders is pointing to a damaged hair epidemic across the country as it highlights its new Damage Rescue shampoo.
The Procter & Gamble dandruff shampoo brand said Monday that according to a recent study that it commissioned with Wakefield Research, 91% of about 1,000 U.S. women polled continue to damage their hair almost daily.
The survey also identified 10 U.S. cities most in need of a "hair S.O.S.": Chicago, Los Angeles, New York, Philadelphia, Houston, Dallas, Atlanta, San Francisco, Washington D.C. and Boston.
The Head & Shoulders survey found that 57% of women consider their hair to be damaged, with their leading causes for hair damage including brushing hair when it is wet (46%), putting hair into a too tight of a ponytail (45%), and itching or scratching the scalp (35%).
Head & Shoulders said its new Damage Rescue shampoo is designed to help prevent and rescue hair from damage every day, leaving hair up to 10 times stronger after just four washes and making hair more resilient against future damage, while keeping the scalp visibly flake-free with regular use. Damage Rescue conditioner also nourishes damaged hair with a light peach scent.
"With a good percentage of the global population suffering from dandruff, consumers shouldn’t have to make a choice between beautiful hair and anti-dandruff efficacy," stated Michael Sabbia, brand manager for Head & Shoulders, North America, at P&G. "We are excited to be able to offer consumers a way to treat their scalp issues and have damage-rescued, great-looking hair with no trade-offs."
