When I heard this claim (a couple of months ago) I thought I was imagining things. Depressingly not. It's on their website as well
Our Classic Clean shampoo with new HydraZinc formula is now better than ever! It's formula, containing zinc, not only helps keep your scalp healthy and up to 100% flake-free but also combats itchiness and tightness as well. Plus, the pH-balanced formula is gentle enough for everyday use and leaves your hair looking and feeling thoroughly clean
How the frig can they claim with a straight face that something is up to 100% effective? This is just English twisted to breaking point.
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