When It Comes To Shampoo, Less Is More

Americans love to shampoo. We lather up an average of 4.59 times a week, twice as much as Italians and Spaniards, according to shampoo-maker Procter & Gamble.

But that's way too often, say hair stylists and dermatologists. Daily washing, they say, strips the hair of beneficial oil (called sebum) and can damage our locks.

Shampoo Is Big Business

The current trend of frequent shampoos may have started on May 10, 1908, when the New York Times published a column advising women that it was OK to wash their hair every two weeks. At that time, once a month was the norm.

Decades later, TV marketing campaigns began to convince us that daily washing was the thing to do. A 1970s Faberge ad for Farrah Fawcett shampoo is one example.

"All you have to do is watch her running in slow motion on a beach with her hair flopping gracefully in the wind," says Steve Meltzer, a former ad executive. The idea was, "Wash your hair with this stuff, and you, too, can be like Farrah Fawcett," Meltzer says.

Madison Avenue sold people on the idea that they could shampoo their way back to beauty.

Ads also convinced us that daily hair washing is healthy. Remember the Breck girls? Or how about Christie Brinkley's body-building for hair ad with Prell?

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