An itchy scalp can be as irritating as it is embarrassing, and can be caused by harsh shampoos or styling products as well pollutants in our everyday surroundings. Although we may be increasingly health conscious about what we use on our skin, it is important to remember that the scalp is also part of the skin, and is just as vulnerable - even though we can't quite see it.

Scalp sensitivity may affect you at any age or whatever your hair type. Sensitive skin products are available from everything from face wipes for fabric conditions but treatments for itchy scalp tend to be medicated shampoos, which can sometimes make the problem worse. Its always a good idea to seek professional advice and Schwarzkopf Professional have just launched a new therapy that offers an expert solution to your specific needs, BC Sensitive Soothe.

In close consultation with a specialist institute of dermatology, experts at the Schwarzkopf laboratories have developed a breakthrough new formula that uniquely understands and responds to the way in which the skin reacts to irritants.

The innovative combination of ingredients that make up this gentle yet highly effective treatment for sensitivity targets both the symptoms and causes of scalp irritation:

Aloe Essence - extracted from the Aloe Vera plant and famous for its caring, hydrating and healing properties, Aloe Essence moisturises and soothes dry sensitive scalps.

Sensitivin - is an innovative active ingredient that protects the skin from damage and irritation. In strengthening the barrier function of the upper skin cell layer, Sensitivin shields the skin from detecting potential irritants and thus prevents a sensitive reaction.

All formulations are dermatologically tested, colourant free and with a mild fragrance especially formulated for sensitive skin.

BC Sensitive Soothe offers unrivalled gentle and soothing care for sensitive scalps that is suitable for use on all hair types. A complete range of four calming products that fully responds to sensitive needs while leaving the hair soft, supple and healthy-looking:

Calming Liquid Shampoo - RRP £8.95 Aloe Essence and Sensitivin moisturise and soothe both the hair and dry sensitive scalps, while the hair is gently cleansed with reduced scalp irritation.

Calming Cream Conditioner - RRP £ £9.95 helping prevent irritation, Aloe Essence and Sensitivin condition, moisturise and soothe both the hair and dry sensitive scalps. The hair is easy to comb, smoothed and conditioned.

Calming Soothe Treatment - RRP £10.65  protects and repairs the inner hair structure, without aggravating the skin. Aloe Essence and Sensitivin deeply moisturise and soothe both dry hair and sensitive scalps, leaving the hair strong and healthy-looking with reduced scalp irritation.

Calming Scalp Serum (leave-in) - RRP £12.80 Aloe Essence and Sensitivin moisturise and soothe irritation on sensitive scalps. The calming formula reduces scalp irritation and itchiness while helping to quickly rebalance the natural pH-value of the scalp after chemical treatments. Leaving the scalp soothed and relieved from irritation.

For expert advice on treating both the symptoms and causes of scalp irritation, visit your local Schwarzkopf Professional salon to find out more.

To find your nearest stockist, contact Schwarzkopf Professional on 01296 314000  or log on to www.schwarzkopfsalonfinder.co.uk