USA | Over the past several years, the beauty industry has normalised year-round sun protection for skin.
However, for years, one of the biggest causes of hair damage has gone largely unnoticed. What most consumers don't know is that prolonged UV exposure has become the second largest source of hair damage, just behind bleaching.
While heat styling is often blamed, UV exposure happens daily, quietly breaking down hair's protein structure, leading to dullness, dryness, and up to four times more damage over time.
Now, Dove has addressed this overlooked source of damage with a new science-driven haircare solution developed to protect against UV exposure and help keep hair looking healthy and radiant all year long.
With the launch of the Dove UV Repair & Glow Collection, the brand has introduced a new approach to hair care that repairs up to 99 percent of accumulated internal UV damage that consumers don't always see, all while restoring smoothness and leaving a radiant, high-gloss shine.
"This range was inspired by a simple truth: we've gotten so used to protecting our skin, but hair has largely been left out of that conversation," said Emily Barfoot, Head of Dove U.S., Beauty and Wellbeing.
"We knew that UV exposure is one of the top causes of hair damage, and we set out to address two things: how to repair hair from internal UV damage and how to protect it from future damage. With our UV Repair & Glow line, we're making it so anyone can get high-gloss, healthier-looking strands while protecting their hair from future sun damage and repairing damage already done."
At the centre of the collection is HPF (Hair Protection Factor) 70, a breakthrough technology designed to help protect hair from internal UV damage for up to 70 hours with repeated use, while restoring strength, softness, and shine, and offering protection against future internal UV damage.
Inspired by the common practice of applying sun care to the skin in our daily routines, Dove UV Repair and Glow makes repair and protection a seamless part of everyday haircare, so hair looks stronger, feels smoother, and reflects a healthy, luminous glow.
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