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Ask the Expert: Overcoming Consumer Barriers to Scalp Care
Posted: July 3, 2006
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This is common because people do not understand that dandruff shampoos not only treat dandruff but also prevent it from returning. Studies prove that regular, everyday usage of an anti-dandruff shampoo can control dandruff over time. The shampoo attacks the cause of dandruff, a naturally occurring skin microorganism called Malassezia. When consumers stop using the anti-dandruff shampoo it comes back, along with the flakes. With a quality anti-dandruff shampoo—preferably one formulated with pyrithione zinc as well as moisturizing and conditioning ingredients—there is no need to switch between cosmetic and anti-dandruff shampoos.
Consumers think that all anti-dandruff shampoos have a harsh odor and will not use a shampoo that does not smell good.
This myth also is based on old news. The newest pyrithione zinc technology in anti-dandruff shampoos has no odor, unlike old-fashioned sulfur and coal tar shampoos. This means consumers can have a great smelling shampoo that also treats the underlying cause of dandruff. Fragrance is very important in maintaining consumer usage of a product and not everyone likes the same scent every day. Many of today’s anti-dandruff shampoos are offered in a variety of scents. For example, the world’s best selling anti-dandruff shampoo, Head & Shoulders, now offers citrus fresh, refreshing menthol, and ocean lift scents. Now consumers can have great-smelling and dandruff-free hair.
Dianna Kenneally, senior scientist, P&G Beauty