When shampoo is spread on to the hair it is called an effleurage massage movement.
Source: wiktionary
Effleurage
Synonyms for "effleurage"
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Starting at the point of shoulder, use muscle squeezings, picking-ups, kneadings and gentle frictions, interspersed with effleurages, over the triceps muscle as well as the fleshy part of the flexor and extensor muscle groups.
Source: wiktionary