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Breakthrough in Dandruff Treatment

Karachi, July 14, 2006 — In the first major advancement in dandruff treatment in nearly 40 years, P&G Pakistan announced today the launch of an enhanced formulation of its best-selling dandruff shampoo, Head & Shoulders. Head & Shoulders ActiZinc is the culmination of breakthrough research conducted by P&G scientists who identified the exact fungal cause of dandruff — and then engineered a new, advanced formulation that is maximally effective against
dandruff. The new Head & Shoulders ActiZinc is available throughout Pakistan.
“For a condition that affects nearly half of the world's population, there have been surprisingly few definitive answers about what causes dandruff and its symptoms,” says Dr. Seema Hirji, dermatologist and cosmetologist. “Having a fuller picture enabled P&G to actively research more than 300 substances to finally find that zinc compounds, ingredients with age-old health and beauty properties, hold the key to making Head & Shoulders even more effective.”

All people have colonies of fungus growing on their scalps. By using gene technology usually reserved for
crime-scene investigations, P&G researchers pinpointed a yeast called Malassezia globosa as the actual culprit
causing dandruff and seborrheic dermatitis. It causes not only the hallmark symptom of dandruff — visible white flakes — but also the less-recognized symptoms of redness, scalp tightness, irritation and itchiness.

Over the years, scientists have tried to develop more effective treatments for dandruff and its symptoms. Zinc compounds have long been known for having wound-healing, antifungal and anti-inflammatory properties that make them ideal for battling skin conditions such as dandruff. Some of the most effective over-the-counter dandruff treatments have been shampoos containing pyrithione zinc (PTZ). With a goal to improve dandruff treatment, Head & Shoulders scientists re-engineered the shampoo to make the PTZ molecules better able to penetrate and eradicate the primary cause of dandruff, M. globosa.

“Head & Shoulders ActiZinc shampoo is the only shampoo to incorporate advanced zinc compound technologies that make it maximally effective against dandruff,” said Saqib Zia, Assistant Brand Manager for Head & Shoulders.

“The benefits of enhancing the antidandruff activity of Head & Shoulders involve the alleviation of all the symptoms associated with dandruff — not just flaking, but also the itching and irritation that are common with the condition.”

Studies have found that in addition to using an effective treatment, the fungus can be kept in check only through persistent treatment. However, many people find that antidandruff shampoos are too harsh for regular use, so they don't get the most out of their treatment. Keeping patient compliance in mind, Head & Shoulders ActiZinc shampoo also has been formulated with cosmetic ingredients such as silicones, which help leave hair soft, shiny and manageable.

Announcing the launch of the new Head & Shoulders, Hans Dewaele, country manager, P&G Pakistan, said, “It is very important that a shampoo work against the fungus, relieve the symptoms and simultaneously promote beautiful, healthy hair.”

The launch was accompanied by a stunning display of beautiful hair by models arrayed to match the “ZincWorld” surroundings, a refreshing amalgamation of zinc in a sea world.
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