P&G Strengthens Pantene With Formulas Treating Breakage And Frizz

Procter & Gamble is adding three new ranges under its Pantene Pro-V hair care brand in February designed to address frizz and breakage, the company said. The launches will be backed by print and TV advertising as well as in-store displays, P&G noted.

The new collections comprise Pantene Pro-V Restoratives Frizz Control, Restoratives Breakage Defense and Relaxed & Natural Breakage Defense. Pro-V Restoratives features "new hi-tech shampoo and conditioner systems [that] utilize Pantene's most advanced pro-vitamin formulas to address women's toughest hair care needs," P&G claims.

Restoratives Frizz Control addresses the causes of frizz "from the inside out," including changes "in relative humidity" (from low to high or high to low), as well as "hair's natural characteristics and...damage to the cuticle surface," according to the firm.

The line's shampoo and conditioner repairs "damage to smoothness and locks in hair's natural moisture while sealing out humidity for frizz controlled hair all day," P&G said. Frizz Control Extra-Strength Serum, Ultra Smoothing Balm and Anti-Humidity Hairspray round out the collection.

Pantene Pro-V Restoratives Breakage Defense is targeted to the 41% of women who claim to experience hair breakage each day and the 32% who are concerned with hair shedding, P&G stated.

Breakage Defense comprises shampoo and conditioner as well as Strengthening Spray, designed to prevent damage and strengthen fine and thinning hair and Defense Strengthening Lotion, which builds strength in normal and coarse hair. Defense Strengthening Leave-in Crème "helps lock in moisture and protects hair from breakage due to combing," the firm noted.

Pantene is launching additional anti-breakage products under its Relaxed & Natural line to address the 70% of African-American women who have hair damage and breakage, the company said. The collection includes shampoo, conditioner and a mask containing a "breakthrough pro-vitamin system that infuses hair from root to tip to help shield and strengthen hair from damage," P&G claims.

Use of the anti-breakage products will lead to 90% "less hair fall due to breakage in one month (versus non-conditioning shampoo)," according to the company.

Pantene Pro-V Restoratives Breakage Defense and Frizz Control products are line-priced at $4.99.

The firm also will introduce new products for Hispanic women in February. Pantene Pro-V Anti-Esponjado/Anti-Frizz shampoo and conditioner, currently marketed in Latin America, will debut in the U.S., retailing for $3.99 each.

The shampoo is formulated with conditioning agents like guarhydroxypropyltrimonium chloride "to help align each hair strand," the company noted. Combined use of the shampoo and conditioner provides frizz control for up to 12 hours, P&G claims.

Pantene Pro-V Extra Straight/Extra Liso 2-in-1 Shampoo & Conditioner will launch for $3.99. The formula joins existing Extra Straight/Extra Liso products including shampoo, conditioner, Intensive Treatment and Combing Cream.

P&G additionally is augmenting its Pro-V Expressions line for color-treated hair with several products for blondes and brunettes, as well as a new range for gray, silver or white hair called Silver Expressions. The firm introduced Blonde Expressions, Brunette Expressions and Red Expressions earlier this year (¹ (Also see "Pantene Pro-V Expressions Claims To Reduce Color Fade By 70%" - HBW Insight, 3 Jan, 2005.), p. 3).

Silver Expressions is targeted to the "42 percent of women with gray, white or silver hair who think it's hard to find hair care products specifically designed for their hair," according to P&G. The line comprises shampoo and conditioner, formulated with behenyl amidopropyl dimethylamine glutamate, a conditioning ingredient, and Pantene's pro-vitamin technology to "remove dulling, yellowing residues to reveal luminous, healthy silver strands," the company said.

Under the Brunette line, the company will introduce four new items - Intense Hydrating shampoo and conditioner for dark brunettes and for light brunettes. Blonde Expressions will be expanded to include Highlight Enhancing shampoo and conditioner and Shimmer Lock gel. Products in the Pantene Pro-V Expressions collection retail for $6.49 each.

To make room for the new collections, P&G said it will discontinue certain items, including Daily Moisture Renewal Ultimate Finish Perfecting Crème, Intensive Hot Crème Treatment and Overnight Repair Intensive Treatment, as well as a number of stylers.

- Brooke McManus