Bad hair day no more!
MANILA, Philippines - She admits to having “bad hair habits.” Model and image enhancement speaker Patty Betita says, “When I step out of the shower and I am in a hurry, I skip blow drying and go straight to plantsa, which leads to hair breakage and split ends.”
Since January, however, when it was introduced on the market, Betita has been using Dove Damage Therapy intense repair and overnight treatment.
“After I shower at night, I apply it on my hair and go to sleep. When I wake up, my hair feels revitalized and more alive,” Betita says. “I just noticed my hair is softer and shinier. I have been using it since.”
Dove Damage Therapy intense repair and overnight treatment contains advanced fiber actives and micro moisture serum that repair and renew damaged hair from within.
“The root of almost all hair problems, such as split ends, hair fall, and frizziness, is related to hair damage, which refers to the condition of the hair,” Carlo Isla, Dove Hair brand manager, explains. “Hair is made up of cells. Cells grow old and become weak when not nourished. Aside from the basic wear and tear, there are also major complications caused by chemical treatments, styling, blow-drying, or even simple towel drying when the hair cells are rubbed together.”
Atty. Karen Jimeno has the habit of leaving the house with her hair still wet. As one of the spokespersons for the defense in the impeachment trial of the chief justice, she has had to keep up with a grueling schedule. Still, she has managed to look well groomed, with her long, straight hair as her crowning glory.
“I tried short hair before, but it tends to be frizzy and fly away,” she shares.
Since she has been using Dove Damage Therapy intense repair, she is able to comb her hair “quickly, with no tangles,” she says. “It made my hair smooth and softer.” Her advice is to avoid chemical treatments. No hairsprays, no gels. Stay natural. Keep it clean. Shampoo every day. Use conditioner.
Mia Borromeo, Philippine Tatler editor-at-large, likes using the new Dove Damage Therapy shampoo and conditioner. “I like it because it is ultra moisturizing, just like the soap. I’ve always loved Dove soap since my skin tends to be dry,” she says. “I am not one to experiment, but I sometimes color my hair. It tends to be a bit frizzy and I need to blow-dry to get it straight, which makes it drier.”
Dove Damage Therapy rides on the equity of its tried and tested brand, Dove soap, which is well known for its ability to moisturize skin and face. “It applied the same technology in hair care,” Isla notes. “We have the science. It is the Dove way.”
The new Dove Damage Therapy shampoo has patented micro moisture serum and fiber actives “that penetrate porous hair and strengthen the hair strands from within,” Isla explains, “unlike other products on the market that work only on the surface. It is just like vulcanizing a flat tire, which is a temporary measure. But hair can be damaged not only on the outside but also on the inside, which makes it weak, brittle and prone to breakage. Sometimes, you may not even be aware that you have damaged hair on the inside. We are the only brand in the world that goes inside the hair and heals it from the inside.”
When hair is damaged, it loses moisture and feels rough. The new Dove Damage Therapy daily treatment conditioner is an intense nourishing conditioner that reconstructs hair deep inside and prevents split ends and breakage. “It effectively nourishes the hair to bring back its moisture, leaving it looking healthy, soft and smooth, without weighing it down,” Isla elaborates. Dove Damage Therapy shampoo and conditioner provide “advanced care and repair for beautiful hair.”
Health advocate and model Isabel Roces likes to experiment with different products. “There are a lot of new developments,” she observes. What impressed her about Dove is that “they came out with a whole line, not just a shampoo,” she remarked. “Not many do that. That was brave of them. It shows their confidence in their product.”
She also likes that the whole line “smells like the soap, which is their longest-running product,” she noted. “They did not try to infuse a fruity or flowery smell. It has the same powdery smell that we all love and are used to.”
Roces also takes note of the new TV commercial which features TV host and model Angel Jacob, who sports very short hair, unlike the usual long-haired models that populate other hair product commercials. “It’s a fresh approach,” Roces comments.
“It is not about celebrity or unreachable beauty. We talk to real women with real concerns,” Isla relates.
They took a poll and looked at different personalities — women who excelled in different fields such as lawyers, entrepreneurs, beauty and health advocates — women with good stories, who could “attest to the brand’s promise.”
Isla stresses, “Dove is made with real women in mind.”
