Beauty and Fashion Dubai

Dettol launches first ever hair care product with  exclusive global unveiling of new ProScalp Shampoo in Dubai

UAE, February 2014 – Dettol – a household brand trusted by millions of families across the world, today announces the launch of its first ever hair care product: Dettol ProScalp shampoo.

Prior to the launch, Dettol conducted a survey amongst 500 women in the UAE aged 18-45 on their hair and scalp concerns. Over three quarters of respondents claimed to have an unhealthy scalp, resulting in hair fall, damaged hair and dandruff with 77% of the women revealing they worry about losing their hair.

Commenting on the launch of Dettol ProScalp in the Middle East, Fahad Ashraf, Marketing Director at Dettol, said, “We are delighted to bring Dettol ProScalp to the market, after five years of intensive research to provide women with a breakthrough hair care product that addresses the root cause of common hair concerns. In the last few years, Dettol has been actively extending its range of personal care solutions, and a haircare range was the next natural step for the brand”.

The shampoo range has been developed in close association with dermatologists who have run extensive clinical trials to test its efficacy. The range is also accredited by the Skin Health Alliance, and has been shown to improve the condition of the scalp by up to 100%.

At the launch of Dettol ProScalp, Dr. Mike Ryan, the Middle East’s only Board Certified Trichologist said, “The scalp is a lot more complex than most people realise; it contains sweat and sebaceous glands that provide a breeding ground for bacteria and fungi. If the scalp is not taken care of properly, these germs could cause irritation of the scalp, leading to hair issues including itching, dandruff and hair fall. Therefore a healthy scalp is crucial to having healthy hair”.

The survey shows that the main hair concerns faced by UAE women include hair fall, dandruff, damaged hair and dryness, all of which can be traced back to an unhealthy scalp. However, when asked what the women thought the root cause of their hair concerns are, only 14% of the women attributed it to unhealthy scalp.

This is not surprising as hair care brands have focused only on hair and have largely ignored the fact that the scalp must be healthy in order to get beautiful hair. However, when the link between healthy scalp and beautiful hair was made more obvious by asking ‘don’t you think it is an unhealthy scalp that is the primary cause of your concerns’, an overwhelming 90% of the women agreed.

“We’re very confident that whoever uses the shampoo will be delighted with the results and we’re excited about the positive feedback we’ve received from people who have already tried the product. We are committed to continuously bring better solutions to improve the hygiene and health of our consumers and Dettol ProScalp is a big step in this direction”.

The four products in the Dettol ProScalp range are: Care & Protect, Hairfall Control, Dandruff Defence and Intensive Nourish.

Dettol ProScalp will be on shelves by the 1^st March across supermarkets and pharmacies in the Middle East.

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