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The Procter & Gamble Company : Damaged Hair Epidemic: Head & Shoulders® Answers the S.O.S. Call

03/11/2013 | 08:05am US/Eastern
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Survey Ranks Top 10 Cities with Most Damaged Hair

Women everywhere are no strangers to damaging their hair; yet according to a recent survey conducted by Wakefield Research, on behalf of Head & Shoulders, 91% of U.S. women continue to damage their hair almost every day. In fact, damaged hair is not concentrated to one region. The survey identified 10 U.S. cities and assessed which was in most need of a hair S.O.S., including:

1. Chicago

2. Los Angeles

3. New York City

4. Philadelphia

5. Houston

6. Dallas

7. Atlanta

8. San Francisco

9. Washington, D.C.

10. Boston

Bad hair habits add up over time - too-tightly wound ponytails, curling or straightening hair, and even running a brush through wet hair each morning. The damage of repetitive bad hair behavior is cumulative and it's being noticed. The Head & Shoulders survey found that over half (57%) of women in the U.S. 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 ponytail (45%)
  • Itching or scratching scalps (35%)

Head & Shoulders is answering the S.O.S. call from women who consistently put their hair and scalp though ultimate torture tests. New Damage Rescue shampoo helps prevent and rescue hair from damage every day, leaving hair up to 10X stronger* after just four washes and makes hair more resilient against future damage, all while keeping the scalp visibly flake free with regular use. Damage Rescue conditioner 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," said Michael Sabbia, Brand Manager for Head & Shoulders, North America, Procter & Gamble. "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 tradeoffs."

Head & Shoulders is helping women to Save Our Scalps, one head at a time, starting with the most hair damaged city. The Head & Shoulders Rescue Team, including celebrity stylist Sunnie Brook Jones, will be visiting Chicago (Blowtique, 1 E. Huron St.) on Tuesday, March 12th to give consumers a Damage Rescue makeover. Consumers can sign up by e-mailing EmailHS.IM@pg.com. Visit the Head & Shoulders for Women Facebook Page and @HSforWomen Twitter handle for more information.

*strength against damage vs. non-conditioning shampoo

About Procter & Gamble

P&G serves approximately 4.6 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, Ambi Pur®, SK-II®, and Vicks®. The P&G community includes operations in approximately 75 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

Methodological Notes

The Head & Shoulders Survey was conducted by Wakefield Research (www.wakefieldresearch.com) among 1,001 nationally representative U.S. women ages 18 and older, and 200 women ages 18 and older in each of the top 10 DMAs, between September 11th and September 21st, 2012, using an email invitation and an online survey. Quotas have been set to ensure reliable and accurate representation of the U.S. women population 18 and older.

Results of any sample are subject to sampling variation. The magnitude of the variation is measurable and is affected by the number of interviews and the level of the percentages expressing the results. For the interviews conducted in this particular study, the chances are 95 in 100 that a survey result does not vary, plus or minus, by more than 3.1 percentage points for the U.S. population, and 6.9 for each of the DMAs, from the result that would be obtained if interviews had been conducted with all persons in the universe represented by the sample.

Marina Maher Communications LLC
Alexandra Kahrer, 212-485-6835
akahrer@mahercomm.com


© Business Wire 2013
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