In recent times, there has been a growing demand from consumers for brands to develop customised solutions for different hair types in order to attain beautifully nourished hair. Noticing this climate in the beauty industry, Dove as one of the world's leading personal care brands, has stepped up to launch its first advanced solutions customised range of hair conditioners featuring three new conditioners that cater to different hair types with unique levels of damage. The 1 Advanced Minute range consists of the Dove 1 Minute Foam Conditioner, Dove 1 Minute Milk Gel Conditioner, and Dove 1 Minute Serum Conditioner.
Based on a research done by Edelman Berland, most women want to feel empowered to wear their hair any way they want and 4 out of 5 women say their hair is part of their identity. However, about 90% of hair care products available are still designed and formulated for the same idealized idea of beautiful hair.
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| Introduction to Dove 1 Minute Advanced Conditioners by Chloe Meng, Dove Senior Brand Manager |
Speaking at the launch of Dove 1 Minute Advanced Conditioners, Dove Senior Brand Manager, Chloe Meng, said “We believe that providing a range of products that would cater to the needs of their different hair types will help women feel confident in themselves when it comes to their hairstyle and texture. We understand that in today’s era, the average woman leads a very fast-paced and hectic lifestyle thus it pushes us as a brand to continuously develop products that are innovative and effective in this time and age.”
Each of the hair conditioners have been formulated with a unique technology that caters to women that have fine and thin hair, to oily and severely damaged hair. These conditioners effectively transform and repair the hair making it beautifully soft, non-oily, and volumising in just under a minute.
The Dove 1 Minute Foam Conditioner has been designed with tiny bubbles of moisture which is a weightless repair that is best suited for thin and fine hair. The technology behind it makes the 1 Minute Foam Conditioner lighter than most conditioners available in the market. The Dove 1 Minute Milk Gel Conditioner is targeted for women with oily and damaged hair as it’s micro-conditioning complex ensures that the hair is not weighed down, oily or sticky. The Dove 1 Minute Serum Conditioner also provides the most concentrated level of micro-conditioning complex and moisturisation for women with thick hair who happen to have strands that are extremely coarse or have undergone extreme heat or coloring damage.
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| Introduction to Dove 1 Minute Advanced Conditioners by John Goh, Dove R&D Deploy Manager Home & Personal Care |
“These products are formulated with keratin repair actives, micro-conditioning complex and serum capsules that have the ability to make one’s hair silky while being deeply treated. We believe that hair conditioners should not be a ‘one-product-fits-all’ as different hair types require different care.“ said John Goh of R&D Deploy Manager Home & Personal Care for Dove Malaysia.
Dove 1 Minute Foam Conditioner is formulated with the lightest level of Micro-Conditioning Complex and is a soft and gentle pillow of airy nourishment that instantly melts into the hair. The airy zero-weight nourishment foam contains small bubbles of moisture and is much lighter than a conventional conditioner which is best suited for fine and thin hair.
Dove 1 Minute Milk Gel Conditioner is formulated with Micro-Conditioning Complex and uses a plant-based moisturizing agent, replacing some of the heavier waxy ingredients found in regular conditioners. Its silky texture absorbs into the hair quickly.
The product leaves a fine coating of the micro-conditioning complex on the hair, so as not to weigh hair down nor make it oily or sticky making it ideal for oily and damaged hair.
Dove 1 Minute Serum Conditioner is infused with the transformative power of serum capsules, rebuilds broken bonds in the hair’s internal structure with every use and smoothens away visible signs of damage.
This formula has the most concentrated level of micro-conditioning complex and moisturisation to give the ultimate nourishment & smoothness severely dry and damaged hair needs.
The new range of Dove 1 Minute Advanced Conditioners is now available at all Guardian and Watsons outlets. The Dove 1 Minute Foam Conditioner retails for RM21.20 while the Dove 1 Minute Milk Gel Conditioner retails for RM18.75 and the Dove 1 Minute Serum Conditioner retails at RM16.30.
About Dove In 1957
Dove launched its emblematic beauty bar, which remained its only product until in 1995; it launched the Moisturizing Body Wash in the United States. After that, additional categories swiftly followed around the world: deodorants in 1997 and body lotions in 1998. In 1999, Dove was successfully launched in Japan. And in 2000, the Dove Hair Care launch took place in Taiwan, followed by an aggressive rollout. Dove exists today in over 80 countries and is one of the world’s biggest beauty brands. It has been built on a simple and enduring principle: make the consumer a real promise, and keep it consistent.
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