Now, the "weight" is over, thanks to the makers of Dove®, experts in cleansing and moisturizing for nearly 50 years.

New Dove Hair Care with Weightless Moisturizers™ offers women with dried-out, limp or lifeless hair a daily shampoo and conditioner that revitalizes and moisturizes, adding body, volume and shine to create beautiful hair.

Today, most women find that hair styling, processing and coloring, as well as the climate they live in, can lead to hair that is either over- or under- moisturized. Some dermatologists refer to this condition as Fiber Moisturization Imbalance (FMI).

Dove beauty scientists have developed an innovative scientific formula that incorporates more than 15 Weightless Moisturizers to combat FMI and restore the health of the hair, putting it back in balance without adding any noticeable weight.

The result is shiny, soft, more naturally vibrant hair.

"The new line of Dove Hair Care products was formulated in response to the needs of women who have been looking for shampoos and conditioners that can deliver both moisture and body simultaneously. In our research, we found that this need pertains to the majority of women and every hair type," said Joanne Crudele, senior development manager, Dove Hair Care. "Other products on the market today primarily focus on delivering one benefit, with all other benefits being secondary."

Fiber Moisturization Imbalance: The Science Behind Stressed Tresses

A recent national survey of women confirmed Crudele's lab research findings: Women face a never-ending paradox to find balance between body and moisture.(1) Eighty-two percent of women fear moisturizing their hair may weigh it down or make it dull and limp, but about the same percentage of women (80 percent) still feel that moisturization is important for their hair's health.(2)

"More than 50 percent of women of all hair types suffer from varying degrees of FMI, which translates into either over-moisturized, flat, limp and dull hair, or under-moisturized, dry and unmanageable hair,"(3) according to Marta I. Rendon, M.D., medical director of The Dermatology and Aesthetic Center in Boca Raton, Fla.

"The ability of Dove Hair Care to deliver essential moisturizing ingredients to the hair fiber without weighing it down truly is a breakthrough," added Rendon. "Consumers can obtain proper balance by using Dove Hair Care products."

Shampoo Confusion: Navigating the Aisle Towards Healthy Hair

The hair care aisle is expanding greatly in 2003. With more than 150 new hair care products being introduced in the beginning of the year alone, the already crowded aisle space has become even more difficult to navigate. Dove research shows that more than half of the women surveyed switch their hair products at least once a month,(2) but they admit they don't necessarily know what changes the switch will bring. In fact, women will try anything to replenish moisture in their hair. Fifty percent claimed to have used "home remedies" such as peanut butter, avocado, raw egg whites or mayonnaise to moisturize their hair.

The good news is that women recognize what their hair needs. When provided a list of ingredients, 70 percent of women ranked moisturizers as the No. 1 ingredient they look for in a shampoo or conditioner.(2) Ingredients such as vitamins, and fruit and vegetable extracts were deemed less important. The Weightless Moisturizers found in Dove Hair Care products provide essential ingredients by combining amino acids and fatty acids with glycerin, a common, well-known moisturizer.

"Women continue to fight the battle of unbalanced hair and find that they're constantly in search of better solutions. With the new line of shampoos and conditioners from Dove, there is no need to go to such great lengths scouring the shelves for new products or concocting home remedies for beautiful hair," said Gad Cohen, celebrity hairstylist. "The Weightless Moisturizers found in Dove Hair Care deliver incredible body, volume and moisture to make hair beautiful. No other shampoos and conditioners provide all of these essential elements simultaneously."

The Power of Dove: Dove Knows Moisture Best

"Consumers love Dove. For almost 50 years women have loved Dove's beauty bar and recently they've enthusiastically embraced Dove's body wash and deodorant," said Andrew Gross, vice president, hair business team for Unilever Home and Personal Care in North America. "Around the world, women have already embraced Dove Hair Care - it's currently No. 1 in Taiwan, Korea and Japan.(4) We're confident that Dove Hair Care will be a success in the United States as well."

Women in the United States are already finding Dove's hair cleansing and moisturization approach effective. Women in Bally Total Fitness Centers across the country tested Dove shampoos and conditioners for an average of five days and 78 percent said they would continue to use and recommend the products.(3) More than half of the women believed the products helped solve their hair care challenges.

Dove Hair Care will be available in 13 formulations of shampoos and conditioners: Nine shampoos and conditioners, including Intense Moisture, Extra Volume, Moisture Rich Color, Volumizing Color, and Beautifully Clean; three 2-in-1s, including Intense Moisture, Extra Volume and Beautifully Clean; plus one Intense Daily Conditioning Treatment for women who desire added moisture. Recognizing that more than 50 percent of women color their hair, Dove is one of very few brands to offer multiple color formulas for different hair types.

By the end of 2003, Dove Hair Care will be available in nearly 50 countries. The hair care line launched in Europe in early 2002 and already has a five-to-seven percent share in some of those countries.(5)

Dove Hair Care products will hit shelves January 2003 in food, drug and mass-retail outlets wherever Dove products are sold. The suggested retail price for a 12-ounce bottle is $3.69.