P&G Rolls Out Pantene AgeDefy

Procter & Gamble researchers are trying to do for women’s follicles what they did for their stratum corneum. The new Pantene AgeDefy hair care line shampoo, conditioner, masque and thickening treatment were all created to counteract the seven signs of hair’s aging.


“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.”


To get to the root of hair thinning, Pantene partnered with experts in the field, compiling clinical data from more than 1000 women. The result was a much better picture of age-related changes in density and diameter. Through its research Pantene discovered new truths about hair aging, including seven signs that women experience:

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


The key findings also revealed the hair aging process begins before menopause, around age 35, and symptoms go beyond graying and thinning.


Through the end of December, Target stores nationwide will highlight new anti-aging products that offer women hair and skin anti-aging secrets that “help you drop a decade or more.” In addition to the new Pantene AgeDefy line, Target will feature new Olay Professional anti-aging products, including the following:


• Olay Regenerist Micro-Sculpting Eye Cream and Lash Serum Duo offering younger-looking eyes that are brighter and firmer-looking in one week and featuring moldtrusion brush that delivers special Regenerist serum that coats lashes to strengthen them from damage.


• Olay Total Effect CC Cream featuring the anti-aging power of Olay Total Effects combined with the skin perfecting color of a BB cream.