Superior AntiDandruff Technology

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Superior Anti-Dandruff Technology

• Dr. Colin G. DSilva
• Senior Scientist,
• Procter Gamble,
• Kobe Technical Center, JAPAN

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Outline

• Dandruff its causes, some facts myths
• Dandruff in Korea
• Latest in Anti-dandruff research
• Treatment of Dandruff ZPT Optimum particle
  size
• Anti-dandruff benefits of Head Shoulders
• shampoo/conditioner
• Cosmetic benefits of Head Shoulders
• shampoo/conditioner
• Head Shoulders in Korea
• Head Shoulders Worlds No.1
• Anti-dandruff shampoo
• Head Shoulders Awards Endorsements

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PGs Commitment to Scalp Care

• Dedication.
•  
• Yearly investment in RD
• Very big team of scientists / engineers involved
  in Anti-dandruff research
• Raising public knowledge research publications,
  scientific meeting participation (for e.g. World
  Congress of Dermatology, American Academy of
  Dermatology, Korean Dermatological Association,
  Korean hair Research Society, etc.

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Epidemeology of Dandruff / Seborrheic Dermatitis
Published reports condition will affect 50 of
population   Recent evaluation by PG of 510
subjects   Split between male/female, Cauc./Afr.
Amer. Graded by expert dermatologist (ASFS
scale 0 -gt 80) Score gt 15 is known to represent
perceptible dandruff
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Dandruff (Pityriasis Capitis) Facts

• Dandruff could happen to everybody, currently
  about 50 of the worlds population suffers from
  dandruff
• Dandruff starts after puberty
• Dandruff will come back on your scalp or re-occur
  if you stop treating it
• Dandruff makes a person feel uncomfortable, not
  confident, embarassed unclean

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Dandruff Myths

• Dandruff is infectious
• Dandruff is curable
• Dandruff flakes come from a dry scalp
• Stress can cause dandruff
• Poor hygiene or greasy hair can cause dandruff
• Dandruff can only be cured by a doctor
• Dandruff is caused by disturbances like poor
  blood circulation etc.
• Mild shampoos, scalp lotions massages are the
  best way to treat dandruff
• Anti-dandruff shampoos are harsh can damage
  your hair

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Dandruff in Korea

• Dandruff occurs in about 51 percent of the
  population
• However, up to 89 of Koreans have experienced
  some symptoms of dandruff
• Dandruff is a common problem across generations
  in both males females
• Itchiness is a very common problem associated
  with danrduff (33 of females complain of
  itchiness)

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Normal Scalp

• Cornified cells migrate from stratum basale
  (basal cell layer) to stratum corneum (horny
  layer)
• Cell migration (keratinization) takes 28 days per
  a cycle
• Cells shed as imperceptible flakes

imperceptible flakes via normal keratinization
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Dandruff

• Over-activated keratinization cycle (less than 28
  days)
• Marked by excessive scaling, moderate itch
• Seborrhoeic Dermatitis, a progressive case of
  dandruff
• Sometimes referred as dry scalp
• But Dandruff is not a disease!

perceptible flakes (dandruff) via overactivated
keratinization
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Etiology
Caused by a Fungus - Malassezia
Nature of Malassezia - A commensal organism
- Ubiquitous in environment (will
re-colonize) - Is lipophilic - consumes lipids on
the scalp - Actually composed of seven
separate species M. furfur, M. obtusa M.
pachydermatis, M. globosa M. restricta, M.
sloofiae M. sympodialis
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Etiology
Dandruff is a Hyper-Proliferative Scalp Condition
Samples and electron microscopic analysis shows
signs of hyper- proliferation
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Etiology
Mechanism Hyper-Proliferation Caused by
Inflammation
(presented at 2002 AAD meeting)
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New Advances in Anti-dandruff Research Presented
at the World Congress of Dermatology Paris,
France, June 2002
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tFLP terminal Fragment Length Polymorphism
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Conclusions from this new research

• PG pinpoints the cause of Dandruff
• Malassezia globosa and/or Malassezia restricta
  are responsible for causing dandruff

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Treatment
Potential Treatment Strategies
Summary of commonly used approaches to treat
dandruff
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Treatment
What Makes an Effective Product?
Components of an Effective Active / Product
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Treatment
HEAD SHOULDERS Shampoo Conditionerwith 1 ZPT
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Treatment
An Effective Active Zinc Pyrithione (ZPT)
Chemistry of ZPT
A coordination complex of zinc ion and pyrithione
(PT) in a 12 ratio.
Particulate Nature of Active
- Nearly insoluble in water - Formulated in
product and delivered to scalp as a particle. -
Design of particle and particle delivery
technology represent substantial technology
challenges.
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Treatment
Active Delivered to Scalp Effectively - Not All
ZPT the Same
Shape of the particle engineered to enhance
coverage
Inefficient surface coverage in cube morphology
(US Patent 4,379,753)
Size of Particle Optimized for Surface Coverage
and Retention
Too small to deposit on scalp
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Optimized ZPT Active Technology
Treatment
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Treatment
Active Delivered to Scalp Effectively - Formula
Technology
Deposition technology engineered into product to
increase bio-availability
Cationic polymer Anionic surfactant Zinc
pyrithione
Formation of coacervate to retain ZPT
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Treatment
Secondary Benefits Attributable to ZPT
ZPT Normalizes Scalp stratum corneum morphology
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Taking Care of Dandruff
Regular Use of HS replenishes ZPT to eliminate
Dandruff and prevents it from reoccurring
Switch Use (AD cosmetic shampoo)
Regular Use (AD shampoo ONLY)
Non-loyal Usage results in less dandruff reduction
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Taking Care of Dandruff
Important to ensure that all of the scalp is
washed thoroughly with HS

• Dandruff mostly appears on back of the head
• Insufficient washing on the forgotten area

Highest Dandruff Area Frequency Distribution
80.0
60.0
Percentage Sampled Area
40.0
20.0
0.0
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Benefits of Head Shoulders in providing itch
relief reducing hair damage
SEM (Scanning Electron Microscope) Picture of Hair
5 min. scratching scratch marks seen cuticle
is uplifted, reducing cortex protection
30 min. scratching deep scratch marks missing
and uplifted cuticle
90 min. scratching cuticle gone - no
protection of the cortex next step - hair
splits and breaks
Healthy Hair Undamaged hair has several layers
of cuticle that protects the inner cortex of hair
from damage
HS Better itch relief Less hair damage
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Benefits of Head Shoulders in terms of
Cosmeticity
Delivers Superior Hair Conditioning performance
through best in class technology

• Cationic polymers provide improved clean
  conditioning feel
• Light silicone and synthetic oils deliver
  outstanding hair conditioning/softness benefits.
• Equal to best-in-class salon shampoos
• Great perfume!

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Head Shoulders Anti-Dandruff Shampoo

• Unsurpassed Dandruff Control Best Hair
  Performance

• Cleanses Scalp Hair to remove Dandruff the
  fungi that cause it
• Optimal balance of gentle cleaning and hair
  Conditioning
• Dandruff protection to the scalp

competition includes Nizoral, Selsun Blue,
Neutrogena
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Head Shoulders Dandruff Protection Conditioner

• Superior Dandruff Protection Hair Conditioning

• Contains ZPT active in best-in-class Conditioner
  base
• Enhanced Dandruff protection via system use
• Hair Conditioning equal vs. best cosmetic
  Conditioner

index Malassezia reduction at 2 weeks treatment
period
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Head Shoulders addresses the key reasons why
dandruff sufferers are using an AD shampoo
Benefits of Head Shoulders
Before HS
Reasons Consumers Use AD Shampoo
After HS
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HS also addressed the key reasons why Dandruff
sufferers are NOT using an AD shampoo
Benefits of Head Shoulders
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Korean Version Menu

• Classic Clean/Basic Clean
• Primary benefit is to clean the hair
• Helps keep hair tidy and neat and in place all
  day

• Classic Clean 2-in-1
• Cleaning and Conditioning in one step. 2-in-1
  chosen as a form to simplify a routine.
• Maintain hair well easily.
• Balanced cleaning and conditioning

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Korean Version Menu

• Smooth Silky/Moisturizing Clean
• Smooth cuticle and hair strands, reducing frizz
  and aligning hair
• Conditioned hair feel when wet that is not
  overly heavy so desired hair style can be achieved

• Extra Fullness
• Adds body fullness
• Clean conditioning that does not weigh hair down

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Korean Version Menu
Dry Scalp Care Conditioning ingredients get to
the scalp and provides natural moisture balance.
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Head Shoulders provides

• Superior Dandruff-free Scalp Protection
• Scalp Improvement Hair Damage Prevention
• Superior Hair Cosmetic Performance
• Personalised End-Benefit Versioning
• Consumer Preferred Fragrance
• Consumer Preferred Package Design
• Pleasurable usage experience

Head Shoulders makes my hair dandruff free
superbly attractive!
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Facts about Head Shoulders

• No.1 Selling Anti-Dandruff Shampoo in the World
• No.2 Selling Shampoo in the World (No.1
  Pantene)
• First introduced in the USA in 1963
• Now available in most countries

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Head Shoulders a true winner!!!

• Tested in Germany (STIWA) and found to be the
  best among 14 AD shampoos tested
• Tested by Universidad Catolica de Santiago,
  Chile and found to be the best shampoo in terms
  of efficacy cosmeticity
• Examined by University of Cape Town Skin Hair
  Center, South Africa and found to be very
  effective for treating dandruffyet mild for
  everyday use

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STIWA (Stiftung Warentest) Germany

• HS was the overall TEST WINNER of 14 AD brands
  tested
• HS rated No. 1 on Anti-Dandruff efficacy

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STIWA (Stiftung Warentest) Germany

• STIWA results published June 1, 2003

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Head Shoulders AWARDS ENDORSEMENTS!

• USA No. 1 AD shampoo recommended by
  dermatologists
• Western Europe FHM, best hair grooming product
  
• France Advised by dermatologists
• Spain Best AD shampoo
• UK Health Beauty Award
• Russia Peoples best shampoo brand
• Romania Endorsed by RSM
• Bulgaria Recommended by BDS
• Moldova Recommended by DCM
• Macedonia Recommended by MDA

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Head Shoulders AWARDS ENDORSEMENTS!

• Poland Efficacious for dandruff removal, PDA
• Lithuania Endorsed by LDA
• Uzbekistan Endorsed by UDA
• Tajikistan Endorsed by TDA
• Australia Best shampoo of the year
• - FHM readers
• ASEAN Readers Digest super-brand
• - Shampoo/Conditioner category
• China Endorsed by CHEA