Unilever launches new shampoo brand in the region

CLEAR anti-dandruff shampoo gets rid of dandruff and also ensures that it never returns. CLEAR was developed with some of the world's leading hair experts and includes special scalp agents that nourish the scalp, so preventing dandruff from returning.

Dandruff affects more than 50% of the world's populations predominantly men. Despite the presence of anti-dandruff shampoos on the market over the last 40 years, there has not been, until now, a long-lasting, regular-use shampoo that keeps dandruff away and the hair healthy and beautiful.

Unilever found the solution in "Vita ACE", a scalp agent with a combination of Amino Acids, Vitamin E & Sunflower oil that was developed in its CLEAR research technology centers. Vita Ace nourishes and treats the scalp from within and prevents dandruff from returning. CLEAR can be used on a daily basis and with no risk of itchiness or drying of the scalp and without being harsh on hair after daily usage.

Yasser Joharji, Marketing Director of Unilever welcomed CLEAR saying, "CLEAR is a significant new brand for Unilever. It is a global entrant into a sector long overdue for serious competition which promises tremendous growth.
For the first time consumers will have a product that controls their dandruff permanently.

CLEAR has also introduced a men's range designed exclusively for men's hair.
There are three variants for men: ActiveSport, HairFall Decrease and Style Express. The full range also includes five unisex variants ( Ice Cool, Clean & Itch Control, Complete Soft, Scalp oil control, and hair fall defense).

"The Kingdom of Saudi Arabia is a very important market and we anticipate strong take up from consumers. Our experience in other markets, China and South East Asia, is that CLEAR wins significant market share quickly. The shampoo is flying off the shelves there and we are already boosting our manufacturing capabilities", he added.

Trade outlets welcomed the launch enthusiastically and described the product as very promising with good prospects to dominate the market.

CLEAR was revealed to the press and public in the Hyper Panda, Rushan Mall in Jeddah one of Unilever's significant trade partners. "We are pleased to have had the opportunity to work so closely with one of the trade partners, HyperPanda, to reveal the shampoo at one of their many outlets in the Kingdom", said Yasser Joharji.

Dressed in a black thobe, Yasser Joharji said "CLEAR will be a relief to many people, which may have felt let down by other anti-dandruff shampoos. People who use CLEAR will not have to worry about dandruff again. It is as simple as that. People have to ask themselves, "can their shampoo do this?"