New battle about to start between Unilever and P&G about to start on anti-dandruff shampoos : Unilever is launching these days the new Dove DermaCare Scalp collection made of 6 variants in February 2017.
The company’s Dove brand has just announced a new collection of hair care products positioned to compete directly with P&G’s popular Head & Shoulders brand of anti-dandruff shampoo.
Mass, food, and drug retailers will begin selling the Dove DermaCare Scalp product collection this month, according to a press release from the brand.
The collection comprises six products: a Dryness & Itch Relief Shampoo, a Dryness & Itch Relief Conditioner, an Invigorating Mint Shampoo, an Invigorating Mint 2in1, a Pure Daily Care Shampoo, and a Pure Daily Care 2in1.
Pain point
Dove believes that women generally have to choose between hair that feels healthy and relief from dandruff. Or they’ve needed multiple products to get the results they expect. “Historically women with dandruff have been using medicinal shampoos to combat dandruff and then use ‘beauty’ conditioners to attempt to gain back the moisture and shine lost from their hair,” dermatologist Francesca Fusco, affirms in the company press release.
“With Dove DermaCare Scalp, you get both flake-fighting ingredients and nourishing, beautifying hair conditioning, in one easy-to-use daily solution,” Fusco says.
Data the company gestures at in the release found that “Head & Shoulders shampoos leave damaged hair feeling stripped and dry, while Dove DermaCare shampoos leave damaged hair feeling moisturized, smooth and healthy.” A statement that positions the new Dove products as an alternative for consumers who have used Head & Shoulders in the past.
Source: Unilever launches women’s anti-dandruff shampoo