Heidi Klum unveiled as face of Clear Scalp & Hair Beauty Therapy™
New Premium Hair Care Brand From Unilever Takes A Revolutionary Approach to Stronger, More Beautiful Hair
New York, NY (May 9, 2012) – Superstar model, producer, television host and designer, Heidi Klum is known for her cutting-edge style and trademark tresses. Now Unilever is tapping the sophisticated fashion icon to help launch new CLEAR SCALP & HAIR BEAUTY THERAPY™, a revolutionary line of nourishing shampoos and conditioners that turns the conventional hair care discussion on its head. This new approach “feeds scalp” not just the ends, and gives women stronger1 , more beautiful hair in just seven days.
“When it comes to women’s hair care, the emphasis has traditionally been on the ends, yet 99 percent of hair’s natural strength and beauty comes from the scalp. Scalp is skin and it is important to care for and nourish it just as we care for our skin. NEW CLEAR SCALP & HAIR BEAUTY THERAPY™ feeds the scalp and creates the right foundation for stronger1, more beautiful hair in just seven days,” says David Rubin, U.S. Haircare Marketing Director for Unilever.
CLEAR SCALP & HAIR BEAUTY THERAPY™ is infused with a breakthrough technology, Nutrium 10™, which is a rich blend of vitamins and nutrients that deeply nourishes the scalp to work where it matters most, creating the right foundation for strong, beautiful hair from root to tip. The nourishing shampoos and conditioners are clinically proven to help restore scalp’s natural moisture balance2.
Klum reveals the secret to great hair
In engaging new television commercials directed by the internationally acclaimed Rankin and created by Lowe Worldwide, Klum introduces consumers to a breakthrough approach to strong, beautiful hair that starts at the scalp. Her secret is CLEAR SCALP & HAIR BEAUTY THERAPY™, and she wants to share it with women everywhere. Klum will star in the 360 brand campaign including TV, print and digital beginning on May 14, 2012.
“I love the way CLEAR SCALP & HAIR BEAUTY THERAPY™ makes my hair look and feel,” said Klum. “It’s a revolutionary new approach in caring for your hair – feed the scalp – it makes sense to me.”
Hair care experts such as Jen Atkin, CLEAR SCALP & HAIR BEAUTY THERAPY™ Celebrity Stylist, agree that a well-nourished scalp is the secret to getting the hair you want. “Great things happen when you have great hair. We all know the difference great hair can make – in how you look and how you feel,” said Atkin. “At last, a product that works where it matters most, the scalp, to create the right foundation for gorgeous hair.”
NEW CLEAR SCALP & HAIR BEAUTY THERAPY™ nourishing shampoos and conditioners are available in six customized ranges to address various hair and scalp needs for women including: Total Care, Damage & Color Repair, Volumizing Root Boost, Strong Lengths, Moisturizing Dry Scalp and Complete Care. The line will be available in stores everywhere beginning May 2012.
The search for great hair is over for men too
Of the 70 million Americans who say they have scalp concerns including dryness, itchiness and/or dandruff, more than 36 million of them are men3. NEW CLEAR MEN SCALP THERAPY™ breaks the “one size fits all” approach to treating dandruff and is a lasting solution to one of the most common scalp issues for men. It’s a complete range of shampoos (including 2 in 1 formulas) specifically designed for men and clinically proven to stop dandruff at the source for 100 percent dandruff protection4.
Formulated with Bio-Nutrium 10™, a combination of nutrients and botanical actives including ginseng, tea tree & natural mint, CLEAR MEN SCALP THERAPY™ feeds the scalp, while leaving a deep clean sensation. The moisturizing formula is designed to feel and smells great, so men will enjoy using it every day.
CLEAR MEN SCALP THERAPY™ shampoos and 2 in 1s are specifically formulated to meet the hair and scalp needs for men including: Complete Care, Cool Sport Mint, Clean & Refresh, Dry Scalp Hydration and Strong & Full. The line will be available in stores everywhere beginning May 2012.
NEW CLEAR SCALP & HAIR BEAUTY THERAPY™ Ultra Shea nourishes extra dry scalps
Research shows that African American women tend to have dryer scalps that need extra nourishment. Enter new CLEAR SCALP & HAIR BEAUTY THERAPY™ Ultra Shea, specifically formulated for extra dry scalps that need more nourishment to help create the right foundation for strong, beautiful hair.
CLEAR SCALP & HAIR BEAUTY THERAPY™ Ultra Shea not only offers deep conditioning to lock in moisture for extra dry scalps but is infused with Nutrium 10™ Moisture Lock, a non-greasy nourishing complex enriched with shea butter and natural oils to feed the scalp, quench dryness and help seal moisture for long-lasting scalp and hair nourishment5.
“I see a lot of African American women forgo healthy hair for styles that put a lot of pressure on the scalp and hairline,” says CLEAR SCALP & HAIR BEAUTY THERAPY™ Celebrity Stylist Oscar James. “There are very few solutions for African American women that address both their scalp and hair needs, and certainly not one accessible premium beauty brand that offers shampoos, conditioners AND treatments to address them together.”
CLEAR SCALP & HAIR BEAUTY THERAPY™ Ultra Shea offers a fully customized range of hair care products including nourishing oil and balm as well as shampoo and conditioner, specifically formulated to meet the needs of African American women. The line will be available in store everywhere beginning May 2012.
For more information:
To schedule an interview with one of our experts, please contact Jenna Dalto at 212-546-7851or firstname.lastname@example.org
1 Less breakage when combing vs. non-conditioning shampoo
2 When using shampoo and conditioner
3 US Personal Care Usage Panel (questionnaire data); Men and Women aged 13+; Average weekly use during 12 m/e June 2009
4 No visible flakes with regular use
5 Proven effective on relaxed and natural styles
About Unilever North America
Unilever is one of the world’s leading suppliers of fast moving consumer goods with strong operations in more than 100 countries and sales in 180. With products that are used over two billion times a day around the world, we work to create a better future every day and help people feel good, look good and get more out of life with brands and services that are good for them and good for others. In the United States and Canada the portfolio includes brand icons such as: Axe, Becel, Ben & Jerry’s, Bertolli, Breyers, Caress, Consort For Men, Country Crock, Degree, Dove personal care products, fds, Good Humor, Hellmann’s, I Can’t Believe It’s Not Butter!, Just for Me!, Klondike, Knorr, Lever 2000, Lipton, Motions, Nexxus, Noxzema, Pond’s, Popsicle, Promise, Q-Tips, Ragu, Simple, Skippy, Slim-Fast, Soft & Beautiful, St. Ives, Suave, tcb, TIGI, TRESemmé, Vaseline, and Wish-Bone. All of the preceding brand names are registered trademarks of the Unilever Group of Companies. Dedicated to serving consumers and the communities where we live, work and play, Unilever employs more than 13,000 people across North America – generating over $9 billion in sales in 2011. For more information, visit http://www.unileverusa.com/ or www.unilever.ca