"To help prevent the damage done by daily wear and tear, Dove Daily Moisture Shampoo progressively nourishes hair, leaving it feeling healthier in the long run. After the very first wash, this moisturizing shampoo helps to nourish and protect your hair from daily aggressions, giving you silkier, softer hair that’s up to 5x smoother**. *Dove Daily Moisture Shampoo and Conditioner system versus non-conditioning shampoo This Dove shampoo contains a unique formulation with Pro-Moisture Complex that smoothes and progressively nourishes hair deep inside. Even though you’ll notice you're looking smoother after the first wash, Dove Daily Moisture Shampoo continues to nourish hair after each application, helping to make your hair feel healthier wash after wash. Its nourishing formula helps to form a shield around the hair fibre to protect it from daily damage, maintaining your hair’s natural balance without weighing it down. After one shower, you’ll feel that your hair is silkier to the touch