dove shampoo

Unilever is expanding its premium Dove Advanced haircare portfolio with a quartet for damaged hair.

The Regenerate Nourishment range, rolling out from the beginning of January, comprises shampoo and conditioner in 250ml formats (rsp: £5.99) alongside a 50g serum and a 200ml creme mask (rsp: £6.99).

Containing a “unique” combination of red algae and keratin, the newcomer targets consumers with damaged hair, said brand manager Olivia Kirby, adding it would appeal to the 76% of women in the UK who struggle with damaged hair caused by everyday grooming routines.

Unilever is supporting the launch with a multimillion-pound push.