Dubai, UAE – 28 October, 2013 – Dabur International, one of the most trusted and recognized personal and healthcare companies in the world, has announced the launch of its new variant ‘Heat and Protect' for its Dabur Amla Hair Serum. It has emerged as one of the region's most sought-after hair serum brands in just over two years, acquiring more than 27 per cent of the Saudi Arabian market and 17 per cent of the UAE market.

The Heat and Protect Serum was formulated after intensive research on addressing hair problems caused by the excessive use of hair styling treatments. The innovative product has been fortified with ‘Amla' (Indian Gooseberry) vitamins and silico complexes to protect hair damaged by the use of hair straighteners, flatteners curling irons, hot rollers and blow dryers. The specialized silicones in the serum coat the hair strands to shield from the heat and smoothen them, resulting in a healthy shine.

Rohit Dogra, Senior Marketing Manager, Dabur International, said, “Arab women in the Middle East find it difficult to maintain healthy hair due to harsh weather conditions and the quality of water in the region. The challenge is further aggravated with frequent heat and chemical styling treatments that can lead to some of the most common hair problems. Dabur Amla has developed Heat and Protect Amla Hair Serum to address the issues such as dull, dry, damaged and lifeless hair due to the use of hair driers, straightening irons and other equipments. The new oil shields the hair from the heat by getting absorbed in the hair to form a protective coating to provide long-lasting radiance.”

The Heat and Protect variant of Dabur Amla Hair Serum can be applied to shampooed or towel-dried hair or before any heat styling treatment without the need to rinse. The unique amla-silico complex serum acts on three levels - First, it coats the hair strands and gets absorbed instantly, then it protects and shields them from heat styling treatments and lastly, it smoothens hair cuticles along the entire length of hair to provide soft, silky and smooth hair.

The varieties of the revolutionary new serum that are already in the market are: Repair Therapy for dry and damaged hair; Frizz Control for unmanageable, frizzy hair; and Extreme Shine for dull and lifeless hair. While Repair Therapy and Frizz Control are formulated with unique Amla Vita complex to repair split ends and to detangle hair, the Extreme Shine contains Amla Silico complex that revitalizes hair to restore shine and vibrancy.

Dabur International is a wholly owned subsidiary of Dabur India that has an overall turnover of over USD 1 billion and a market capitalization of USD 4 billion. Dabur's International Business Division headquartered in Dubai is the cornerstone of its growth strategy, reaching a milestone of AED 1 billion within only eight years of existence.