The environment can be harsh on your hair. Everyday hair is vulnerable to damage that can weaken hair, leaving it dry, dull and rough. New Dove Purify and Strengthen Shampoo is designed to cleanse and helps to shield hair from environmental damage. Formulated with Micellar Technology, which purifies hair by allowing the formula to attach to unwanted oil and environmental dirt particles and gently wash them away. Boosts hair strength and makes hair resilient to damage, every day.