Launch Of The Neutral Concept

Until the early 1960s, all shampoos and bar soaps were alkaline type cleansers. They could not be used with frequency because they stripped the hair and scalp of their natural oils and moisture, causing the hair to become dry, brittle and uncontrollable. Simple combing and brushing would cause the hair to break and split. The scalp would itch and flake, creating conditions that were misdiagnosed as dandruff, when in reality we were seeing chemically burned epithelial tissue and soap curd.

Acidic shampoo was introduced as a means of countering the adversity of the alkalines. Rather than swelling, drying and hardening of the hair shaft, these new products would do just the opposite by softening and compacting the hair shaft. The differences were both immediate and remarkable. Consumers readily accepted this new technology and soon begin shampooing on a daily basis. This was truly the beginning of the personal hygiene practices we enjoy today.

Our scientists at Concept 7 agreed that it was time to discontinue the use of alkaline cleansers, but it posed a logical question: If we eliminate the cause of damage to our hair and skin, why do we need a treatment of any kind? Our hair goes through a process of shedding and regrowth as a normal function of our metabolism. If the new growth has never been subjected to alkalinity or acidity, it will continue to grow in its naturally intended state there is nothing to be fixed. Thus, we introduced Concept 7, Neutra Blue, with a neutral pH 7.0.. It can cleanse the hair, scalp and body without depleting the normal lipid barrier of the hair and skin. It cannot swell, harden and dry as the alkalines do, or soften and compact as the acidics do. It’s simply cleanses the hair and body without compromising its natural integrity.

We invite you to challenge our science. Use one bottle of Concept 7 Neutra Blue Shampoo For Hair and Body and its companion, Concept 7 Neutra Rinse Conditioner faithfully every day until it’s gone. Don’t expect to see a dramatic difference from day to day. Remember, it’s neutral and the improvement is far too subtle to notice. When your bottles are empty, if you decide to go back to your former brand, you will see the difference. Your replacement brand, no matter what you have chosen, will immediately alter the physical structure of your hair. You will have proven to yourself that your chosen brand will either swell, dry, harden, soften or compact the hair shaft. Clearly, the hair cannot withstand any of these effects indefinitely without suffering from overtreatment.

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