10.12.21
Over two-thirds of adults in the US are concerned with hair loss, yet the majority leave it untreated, believing hair loss is caused by uncontrollable factors like age or genetics. Scientists and dermatologists have suspected oxidative stress at the scalp surface may also be a hair loss culprit.
Oxidative stress comes from damaging free radicals, which we regularly encounter from environmental sources like UV and pollution. Free radicals are known to accelerate skin aging and to disturb the scalp skin barrier.
Research publishedin the International Journal of Cosmetic Science confirms a specific antioxidant approach works to reduce excessive hair loss by reducing scalp oxidative stress. The tested technology has become the clinically-proven Hair Anchor Blend in KeepItAnchored’s hair care systems.
“This research, over a decade in the making, sheds light on an issue faced by the majority of the population. The findings enable us to offer a first-of-its-kind preventative solution with KeepItAnchored’s systems, strengthening hair at the root to keep more of the hair you have, and less in the drain or brush,” said Alex Keith, CEO of Procter & Gamble’s Beauty Division.
Designed with dermatologists from Cleveland Clinic as well as hair, scalp, and clinical scientists, the study enlisted 300 men and women between the ages of 18-65 and used 10 methods to create a detailed scalp-to-hair root model.
Findings from the six-month, randomized, double-blinded, placebo-controlled clinical study include the following:
• Those using the antioxidant formulas had 2,400 more hair fibers than those using the placebo;
• Scalp oxidative stress affects everyone with hair – even those without scalp issues;
• Unlike your DNA or age, oxidative stress is a cause of hair loss that can be controlled with simple changes to normal hair care routines;
• Reducing scalp oxidative stress leads to improved scalp condition, less hair loss and more hair remaining on the head. Results were measurable and noticeable; and
• The antioxidant approach was most effective on those who had more hair at the start.
The full body of research, entitled “Reducing hair loss by reducing scalp oxidative stress,” publishes online on October 12, and will appear in the November 2021 print issue from the International Journal of Cosmetic Science.
KeepItAnchored’s Products
P&G's KeepItAnchored’s current offerings include the following products, all of which are available to purchase on www.KeepItAnchored.com:
• Complete Kit for Women (three HairAnchoring Essences, Pre-Cleanser, Shampoo, Conditioner), $79;
• ColorCare Kit for Women (three HairAnchoring Essences, Shampoo, Conditioner), $69;
• Essentials Kit for Women (three HairAnchoring Essences, Shampoo), $59;
• Basics Kit for Women (three HairAnchoring Essences), $49;
• Complete Kit for Men (three HairAnchoring Essences, Pre-Cleanser, Shampoo, Conditioner), $79;
• Essentials + Hydration Kit for Men (three HairAnchoring Essences, Shampoo, Conditioner), $69;
• Essentials Kit for Men (three HairAnchoring Essences, Shampoo), $59; and
• Basics Kit for Men (three HairAnchoring Essences), $49.