Hair repair adds a new proposition. With amino acid technology, intensive hydration, and lipid repair, Dove presents 991 Gold Repair Mask, a treatment developed to set a new gold standard in hair repair.
For years, the world of hair care was dominated by one quest: to achieve soft, shiny hair with movement. But beauty routines are evolving, and today the real challenge goes beyond how the hair looks. The trend points to caring for its structure, attending to the needs of the hair fiber and repairing the accumulated damage.
In this scenario, Dove presents 991 Gold Repair Mask, their new treatment mask arriving in Argentina with a repair proposal for severely damaged hair.
Inspired by hair science, this innovation seeks to take hair care to another level, with a formula that combines technologies aimed at recovering essential components of the fiber.
Repairing from within: the science behind the new haircare
Bleaches, dyes, heat tools and brushing are part of many beauty routines. However, these practices can also disrupt the internal balance of the hair and compromise its structure.
Drawing on research into the biocomponents of virgin hair and the science of hair proteomics, a formula that works on three fundamental components:
Proteins: through amino acid technology, the formula helps repair deep damage to the hair fiber.
Hydration: incorporates moisturizing molecules that provide intense hydration to dry and damaged hair.
Lipids: uses a patented technology that helps restore the hair’s lipid barrier, essential for its protection.
The combination of these three mechanisms shapes a new gold standard in hair repair.
A mask that bets on intensive repair
One of the most notable aspects of the launch lies in its performance tests.
The new mask offers a shielding effect against demanding hair conditions, such as two bleaching sessions, temperatures of up to 220 °C and 20,000 brush passes.
These results are based on instrumental tests conducted after five uses, compared with a shampoo without conditioning ingredients.
The proposal sits within a trend increasingly present in the beauty world: incorporating high-performance hair treatments into regular routines, with attention similar to that given to skincare.
Because just as skincare evolved toward formulas with specific actives, haircare is also starting to focus on the particular needs of each hair fiber.
The new gold standard arrives in Argentina
Dove chose Argentina to present 991 Gold Repair Mask, recognizing Argentine women’s bond with care, transformation and constant experimentation with their hair.
991 Gold Repair Mask will arrive in Argentina on November 15, 2026, joining the lineup of treatment options for those seeking to repair damage without renouncing their looks.
A new way of thinking about hair beauty, where the goal is not merely to have incredible hair but also to pay attention to what it needs to stay cared for.
The shield claims correspond to instrumental tests after five uses, compared to a shampoo without conditioning ingredients. The claim about repairing internal damage likewise corresponds to results reported after five uses.
