P&G offers products to preserve aging hair

The new products are a result of extensive clinical research

CINCINNATI, OH — To help women counteract age-related changes to their hair, Proctor & Gamble has announced a new line of Pantene products designed to improve the strength and diameter of their hair. A result of significant clinical research, P&G will offer shampoo, conditioner, a masque and a thickening treatment in their new Pantene Age-Defy line.

“Understanding what really happens to hair as we age has been a big effort for us at Pantene,” said Pantene Principal Scientist Emily Overton. “We’ve come to realize that, like skin, there is much more to it than just extrinsic hair aging. Hair also ages intrinsically. This means that the hair we are producing changes as we age.”

Pantene partnered with experts in the field seeking the root of hair thinning, compiling clinical data from more than 1,000 women. Through its research, Pantene discovered new truths about hair aging, including the discovery that the hair aging process begins far before menopause, around age 35, and symptoms extend beyond simple graying and thinning. They now have a much better picture of age-related changes in density and diameter, including seven signs of weakening hair:

1. Breakage
2. Split Ends
3. Frizz
4. Unruly Grays
5. Lackluster Color
6. Thin look
7. Dryness

Attempting to promote the new products, Target stores nationwide will highlight Pantene's new anti-aging products along with anti-aging skincare products from Olay Professional through the end of December. As part of the promotion, Target will highlight Olay Regenerist Micro-Sculpting Eye Cream and Lash Serum Duo and Olay Total Effect CC Cream products with the new Pantene line to help women 'drop a decade or more.'

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