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{{Refimprove|date=September 2015}}
'''Lather, rinse, repeat''' (sometimes '''wash, rinse, repeat''') is an [[idiom]] roughly quoting the instructions found on many brands of [[shampoo]]. It is also used as a humorous way of pointing out that such instructions, if taken literally, would result in an [[endless loop]] of repeating the same steps, at least until one runs out of shampoo. It is also a sarcastic [[metaphor]] for following instructions or procedures slavishly without critical thought.<ref>{{Cite web|url=https://toni.live/blog/f/lather-rinse-repeat-a-content-marketers-exploration|title=Lather, Rinse, Repeat: A Content Marketer's Exploration|last=LaGree|first=Toni Marie|website=Toni. live|language=en-US|access-date=20 March 2020|archive-date=20 March 2020|archive-url=https://web.archive.org/web/20200320191921/https://toni.live/blog/f/lather-rinse-repeat-a-content-marketers-exploration|url-status=dead}}</ref>
With modern shampoo, the first use is normally sufficient to clean hair. However, if the hair was very dirty then the first use will ''not'' result in a lot of lather. The second use then creates a lot more lather, which feels and looks good and gives the impression that the shampoo is somehow doing more useful activity, when in fact the first use was all that was really needed. The result is use, and purchase over time, of twice as much shampoo as is really needed.
It is known as the '''shampoo algorithm''', and is a classic example of an [[algorithm]] in introductory [[computer science]] classes.<ref>{{cite web
|url=https://www.cs.duke.edu/courses/summer04/cps001/lectures/Lecture3.pdf
|title=Algorithm Design
|author=Tammy Bailey
|date=17 May 2004
|accessdate=2 February 2017
|url-status=dead
|archiveurl=https://web.archive.org/web/20041117080553/https://www.cs.duke.edu/courses/summer04/cps001/lectures/Lecture3.pdf
|archivedate=17 November 2004
}}</ref>
In [[Benjamin Cheever]]'s novel ''The Plagiarist'', a fictional advertising executive increases the sales of his client's shampoo by adding the word "repeat" to its instructions.<ref>{{cite web
| url=https://money.cnn.com/magazines/fortune/fortune_archive/1999/10/11/267035/index.htm
| title=Lather, Rinse, Repeat: Hygiene Tip or Marketing Ploy?
| last=Goldstein
| first=Lauren
| date=11 October 1999
| publisher=[[Fortune Magazine]]
| access-date=2 February 2017}}</ref>
==See also==
{{Wiktionary|lather, rinse, repeat}}
* [[Hair washing]]
==References==
{{Reflist}}
[[Category:English phrases]]
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