 Pantene with Aminos
 Do
you miss that strong, beautiful hair you once had and wish you could have it
back again? Now you can, say Pantene scientists who, going back four billion
years in time to the Cosmic Big Bang between comets carrying aminos and Earth,
claim to have discovered the fountain of life and composition of hair - aminos.
Thus, from comets to hair care
comes the New Pantene range with Amino Pro-V Complex, the shampoo that deposits
on to hair a combination of pro-vitamins and three essential aminos that hair
loses due to daily weathering, making hair 10 times stronger, and restoring its
lost beauty, says Dr Chris Gummer, a Procter and Gamble hair care scientist. The
new Pantene was launched in Chennai on October 5.
The launch of New Pantene's
Amino Pro-V Complex marks one of the biggest global breakthroughs in hair care
technologies in decades, said hairstylst Dilshad Pastakia in Chennai. The New
Pantene also comes with a new, refreshing, exotic, fruity fragrance called Asian
Zest, created especially to suit Asian women, she said.
Before launching New Pantene,
the company conducted extensive research that showed that women around the world
were concerned over deterioration of their hair, specifically about aspects
like: appearance (loss in shine, especially towards the ends), physical
properties (loss in hair strength and resilience), and behaviour (loss in
flexibility and the ability of the hair to form and maintain the desired style),
Dr Colin D'Silva, P & G Beauty Scientist, said at the Chennai launch.
Unlike the skin which renews
itself every month, each individual hair has a lifespan of as long as three
years. Not surprisingly, day-to-day living takes its toll on the hair. Several
factors conspire to inflict damage to our hair, such as: mechanical (excessive
brushing, or combing), thermal (excessive use of blow dryer, curting tongs,
straightening irons), chemical, (colouring, relaxing and penning) or
environmental (such as pollution and UV damage). Thus, the quality of hair
starts to deteriorate resulting in less resilient, weaker hair that loses its
shine, added Dr Colin.
Pantene then combined its
expertise with state-of -the-art research techniques at the University of Surrey
and the Premier Science Panel, both of which specialise in hair research, to
uncover the Amino Pro-V Complex breakthrough, said Dr Grimalt.
First P&G scientists
discovered that the rate of deterioration of hair is equal to the loss of aminos
- the key building blocks of our hair and responsible for the way our hair looks
and feels. Dr Chris Gummer, a P&G hair care scientist was the first to
determine that between the root and the tip of the hair, a combination of six
aminos were being lost, having serious consequences on its look, feel and
behaviour. Depositing these building blocks meant increasing the streng.th of
hair against damage and giving it back its lustre, shine and manageability.
On reviewing these findings,
Dr. Raymond Grimalt of the Premier Science Panel says, "Our research
demonstrates that several factors can cause hair damage - mechanical, chemical
thermal and environmental. The real breakthrough came when we discovered which
aminos are lost through daily 'weathering' of the hair. From root to tip, some
20 per cent of aminos may be depleted, severely affecting our hair's strength
and beauty."
Having identified the exact
aminos lost from the hair over time, Pantene scientists developed a new
generation of Pantene shampoos containing the Amino Pro-V Complex - a blend of
pro-vitamins and three of the essential aminos that hair loses over time -
lysine, tyrosine and histidine.
Commenting on the discovery of
the link between the deterioration in hair strength with the loss of aminos, Dr
Colin said, "Amino molecules are incredibly small - in fact, over
75,000,000 of them would fit on a pin head. Their small size is a real advantage
as it helps them penetrate the hair cortex, which is the part of the hair,
responsible for its strength and flexibility. Regular use of New Pantene range
deposits essential aminos lost due to the weathering process and makes hair 10
times stronger against damage."
Beauty queen Katrina Kaif,
speaking on the launch of New Pantene, said, "People ask me the secret of
my beautiful hair and my answer is plain and simple - strength! I have been
using Pantene since I was 14 and after trying New Pantene with the amino
formulation, I found that it really strengthened my hair from within and made it
look even silkier and shinier."
Ganapathy Sridharan of P &
G said the company hopes to do particularly well with the sachets which are
priced at Rs 3, (100 ml bottle would cost Rs 51 and a 200 ml bottle, Rs 98)
mainly because sachets were very popular in Tamil Nadu. The old product would be
phased out of the market, he added.
RR
|
