Reborn stronger: The wonders of Dove’s peptide bond repair
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Dove’s Peptide Bond Strength range is a revolutionary breakthrough in hair care and repair. It utilises a science-backed formula that enhances the efficacy of bond reconstruction by targeting damage at a molecular level.
A household name in India, Dove has been catering to skin care and hair care needs ever since its inception in 1957. Our focus lies in curating only the best products capable of yielding substantial results that can add value to the lives of our consumers.
Our endeavour to conceptualise a product capable of strengthening broken hair bonds from within has resulted in the creation of our Peptide Bond Strength range. To dive deep into the essence of this innovative breakthrough, we caught up with Dr Supriya Punyani, one of the pioneers of our R&D team.
As part of the R&D team, you were an integral part of the process that led to the creation of Dove’s Peptide Bond Strength range. What is the significance of this launch in India?
This launch is a big moment for us. It marks a significant transformation in the Indian hair care market, wherein we’ve employed science to introduce advanced formulas capable of repairing bonds from the inside out. The Peptide Bond Strength range is our answer to the question of restoring strength to broken bonds and repairing severely damaged hair. It also signifies Dove’s strategic expansion into the bond repair category, which is a fast-growing market.
What causes hair fibre damage and how does it affect hair structure?
We’re aware that the quality of hair can be compromised by cumulative damage from chemical treatments. Bleaching and straightening, thermal exposure in the form of blow-drying and flat ironing, and environmental aggressors like UV radiation and humidity, can all damage hair. What we don’t immediately realise is that these stressors disrupt the internal bonding network—particularly disulfide, hydrogen, and ionic bonds—leading to reduced tensile strength, elasticity, and manageability.
By introducing the Dove Peptide Bond Strength Range, our goal is to address hair damage at the molecular level, something most conventional conditioners aren’t capable of doing. The advanced tech of this range, with its cortex-penetrating solution, can repair damaged hair with renewed efficacy.
The Peptide Bond Strength range is our answer to the question of restoring strength and repairing severely damaged hair.
Dr. Supriya Punyani, R&D
What are the key molecular bonds in hair and their roles?
To put it simply, hair is composed primarily of keratin proteins. What keeps it strong are three key intra and inter-molecular bonds.
Disulfide bonds are the strongest of the three bonds; these are the bonds that play an incredibly important role in keeping hair strong and in shape. Chemical treatments of any kind can irreparably damage them.
Hydrogen bonds are the weaker, more temporary bonds. Flexible in nature, they are responsive to heat and moisture, allowing consumers to temporarily style their hair, which eventually reverts to its natural shape.
Ionic (salt) bonds depend on the pH level of hair and fluctuations can cause them to break down.
Any damage to these bonds can leave hair feeling brittle and lifeless. Which is why an effective repair strategy requires actives capable of mimicking or restoring the strength and resilience of your hair.
What technologies power the Dove Peptide Bond Strength range?
We’ve put a lot of thought into this range to give our consumers only the best care. The science behind it is something we’re quite proud of; we‘ve got our Bio-Protein Care Technology, which replenishes lost protein using a patented delivery system for deep penetration, and then we have a Peptide Complex, which mimics keratin fragments to reconstruct the protein matrix and reinforce bonds.
Our aim has always been to establish Dove as a people-first brand. Not only does this launch support this endeavour but it also repositions Dove as a science-led damage repair expert.
Dr. Supriya Punyani, R&D
How was the efficacy of these technologies validated?
It’s not just the technology; the results gathered from a confocal Raman microscopy and fibre tensile testing speak for themselves. These confirm the penetration and efficacy of these actives in restoring internal structure and improving the quality of hair from within.
What results support the product claims?
Our carefully conducted lab studies show a significant reduction in hair breakage and improvements in strength, elasticity, and smoothness compared to untreated hair with repeated use of non-conditioning shampoos. We’ve also run extensive tests on the bond repairing properties of the entire range.
What products are included in the Dove Peptide Bond Strength range?
We’ve carefully designed the range so it includes everything consumers would need to rebuild and repair their hair. We’ve got a shampoo and conditioner, which contain peptide actives crucial to repairing hair and smoothening cuticles. Along with these, we also have a 10-in-1 hair treatment mask that addresses 10 visible signs of damage to give our consumers more resilient hair.
Additionally, we’ve developed a lightweight leave-in Crème Serum with 5% Protein Peptide Complex that offers additional protection against the elements and enables continuous repair. The range also features a Bi-Phasic Oil + Serum, a dual-phase treatment with 15% Protein Peptide.
What is the broader impact of this launch?
The range sets a new benchmark for efficacy in mass premium hair care by addressing internal damage through our advanced repair solution. This is our way of bridging the gap and meeting evolving consumer aspirations.
