Hyderabad, October 4, 2004: Do you miss that strong, beautiful hair you once had and wish you could have it back again? Now you can, thanks to Pantene Scientists going back four billion years in time to the Cosmic Big Bang between Comets carrying aminos and the Earth, to discover 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 only shampoo that deposits on to hair a unique combination of Pro-Vitamins and three essential aminos that hair loses due to daily weathering, making hair ten times stronger, and restoring its lost beauty. The launch of New Pantene’s Amino Pro-V Complex therefore marks one of the biggest global breakthroughs in hair care technologies in decades. The New Pantene Amino Pro-V Complex also comes with an all new refreshing exotic fruity fragrance called Asian Zest, created specially to suit Asian women.

 

How the Amino Pro-V Formula of the New Pantene Range makes hair ten times stronger

Deterioration of hair over time…

Before launching New Pantene with Amino Pro V, Pantene conducted extensive research that showed that women around the world were concerned over deterioration of their hair, specifically about aspects like: Appearance (a loss in shine, especially towards the ends), Physical Properties (a loss in hair strength and resilience), and Behavior (a loss in flexibility and the ability of the hair to form and maintain the desired style).

 

Unlike our skin which self-renews every month, each individual hair has a lifespan of as long as three years. Not surprisingly, day-to-day living takes its toll on our hair. Several factors conspire to inflict damage to our hair, such as: mechanical (e.g. excessive brushing or combing), thermal (e.g. excessive use of blow dryer, curling tongs, straightening irons), chemical (e.g. coloring, relaxing and perming) 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.

 

The breakthrough in restoring hair its lost strength & beauty – Aminos!

Pantene then combined its expertise with state-of-the-art research techniques at the University of Surrey and the Premier Science Panel, both which specialize in hair research, to uncover the Amino Pro-V Complex breakthrough.

 

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 behavior. Depositing these building blocks meant increasing the strength of hair against damage and giving it back its luster, shine and manageability.

 

On reviewing the above 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% 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, P&G Beauty Scientist Dr. Colin D’Silva 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 ten times stronger against damage.”

 

Celebrity reactions to the launch of New Pantene with Amino Pro-V Complex

Beauty Goddess Katrina Kaif, speaking on the launch of New Pantene with Amino Pro-V said, “People ask me the secret of my beautiful hair and my answer is plain & simple - strength! I have been using Pantene since I was fourteen 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. ”

 

Ms. SLASH, Celebrity Hair Stylist to Bollywood superstars Aamir Khan, Fardeen Khan, Koel Puri and Laila Khan said, “No matter what you do, unless your hair is strong from inside, it will not look beautiful from outside. Kudos to New Pantene with Amino Pro-V for cracking the formula to strengthen hair against damage-causing factors such as pollution, sun rays, harsh hair treatments, etc. Using New Pantene with Amino Pro-V regularly, will deposit the essential aminos hair loses and make it ten times stronger!”

 

A New Fragrance, ‘Asian Zest’

In conjunction with the introduction of the new Amino Pro-V Complex, new Pantene will for the first time contain a new exotic fruity fragrance specifically developed for the modern Asian Woman. Called “Asian Zest” it has been developed using fruity, citrusy notes such as lemon, lime, mandarin, exotic star fruit, Asian pear, and mango. Madonna Lilies are used in the heart notes while base notes like precious oriental sandalwood and cedar woods complete the fragrance. The new fragrance was created to capture the unique tastes and elegance of the Pantene Woman in Asia.

 

Look out for the New Pantene® Amino Pro-V Complex range of shampoo which includes five variants suited for individual needs: Pantene Smooth & Silky, Volume & Fullness, Long Black, Hair Fall Control, and Lively Clean. The newly launched Pantene® is available at all general and chemists stores and continues to be priced at Rs. 98 for a 200ml. bottle; Rs. 51 for a 100ml. bottle and Rs. 3 for a 7.5ml sachet.