Damaged Hair Epidemic: Head & Shoulders® Answers the S.O.S. Call
Survey Ranks Top 10 Cities with Most Damaged Hair
CINCINNATI -- March 11, 2013
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:
2. Los Angeles
3. New York City
8. San Francisco
9. Washington, D.C.
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
*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 12^th 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.
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
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