Ask the Expert: Overcoming Consumer Barriers to Scalp Care

Posted: July 3, 2006

Flakey, itchy scalp symptoms associated with dandruff are common around the world. In fact, studies show that dandruff affects over 50 percent of the global population. Yet loyal usage of anti-dandruff treatment is not common practice. Consumers may not recognize the symptoms of dandruff or they may make excuses for not consistently using an anti-dandruff shampoo. These excuses are usually based on myths.

The reality is that if not treated, dandruff symptoms—itchiness, irritation and a dry or tight-feeling scalp—may lead to scratching the scalp. Scratching can weaken the hair, causing breakage and cuticle damage. It is a scientific fact that as little as five minutes of scratching damages the hair at the root, resulting in dull hair. For the formulator’s best work to shine through, consumers need advice on this sensitive subject.

Here are some of the most common “excuses” consumers may give for not using an anti-dandruff shampoo and reasons why salon professionals need to understand and explain the truth about dandruff and its treatment.

Consumers believe their dandruff condition is actually “dry scalp” and is not serious enough to warrant treatment.

Consumers may confuse the flaking, itching, redness and scalp irritation of dandruff with “dry scalp” because dry skin on their bodies may itch and flake too. Actually, dandruff is an abnormal shedding of loose flakes on the scalp caused by a naturally occurring skin microorganism called Malassezia (mal-uh-SEEZ-ee-uh). Research shows that more than 90% of people who believe they have dry scalp actually have dandruff and would benefit from consistent treatment with an anti-dandruff shampoo.