Table of Contents
CINCINNATI — Next month, Pantene plans to debut a new hair care collection designed to combat signs of hair aging and help repair extreme damage.
The Procter & Gamble brand said Monday that the new Pantene Expert Collection brings two premium hair care lines: Pantene AgeDefy and Pantene Advanced+ Keratin Repair.
Intended for women who prefer an elevated level of care, the products leverage Pantene’s most advanced technologies and help women experience healthy-looking hair with luster, bounce and damage repair, according to P&G.
Plans call for the Pantene Expert Collection to become available in the United States starting November and to be rolled out in Canada starting in March 2013.
And beginning in February 2013, actress beauty Courteney Cox will appear in elements of Pantene’s marketing campaign, including television and print advertising, in-store displays, digital, public relations and iMedia, P&G said.
"The new Expert Collection marks an important milestone for Pantene, presenting 10 years of cutting-edge research with expert results," commented Kevin Crociata, marketing director of North American hair care at Procter & Gamble. "With our most advanced technologies and ingredients, the Expert Collection will give women whose hair has seen it all, done it all and tried it all, a newfound love for their hair."
The Pantene AgeDefy line helps hair act up to 10 years younger by thickening existing hair strands. The products — including a shampoo, conditioner, masque and thickening treatment — are formulated to counteract seven signs of hair’s aging: breakage, split ends, frizz, unruly grays, lackluster color, a thin look and dryness.
Meanwhile, Pantene Advanced+ Keratin Repair features advanced technology to help restore smoothness to extremely damaged hair caused by excessive styling and chemical processing like hair coloring, while working to prevent further damage at the keratin-level. The line includes a shampoo, conditioner, split-end fuser and 60-second therapy ampoules.
The Advanced+ Keratin Repair line helps repair and seal every strand of hair, as well as protect hair from future damage. And to improve the quality of extremely damaged hair, Pantene’s new Triple Blend technology combines three polymers to mend hair damage at the cuticle cell level, helping to prevent keratin damage and dramatically improving hair’s healthy look, according to P&G.
"With such an important launch for Pantene on the horizon, we needed a brand ambassador who could represent beauty at any age, and someone who could really speak to the needs of women experiencing hair aging and extreme hair damage," Crociata explained. "When we started speaking with actress Courteney Cox, she shared that she was experiencing many of the issues the Expert Collection addresses. We knew instantly that we wanted to work with her — all women can identify with her warm and open personality and willingness to share her honest opinions on beauty and aging."
Cox said in a statement, "My hair has gone through so many transformations, from super-short to a layered shag to long, beachy waves. One transformation that I was not expecting was how my hair was changing as I got older. My hair was starting to get dry, brittle and thinner. With these hair changes, and the constant styling of my hair on set and for the red carpet, I was really starting to see the aging and damage. When I started using Pantene AgeDefy, I instantly noticed a difference — it really has turned back the clock with my hair. Then I tried Advanced+ Keratin Repair — my hair feels so much smoother and more manageable — my hair stylist is raving about the positive changes to my hair."
The Pantene AgeDefy line has suggested retail prices of $24.99 for Pantene AgeDefy Advanced Thickening Treatment, $11.99 for Pantene AgeDefy Shampoo, $11.99 for Pantene AgeDefy Conditioner and $15.99 for Pantene AgeDefy Rejuvenating Hydration Masque. The Pantene Advanced+ Keratin Repair line retails at $11.99 for Pantene Advanced+ Keratin Repair Shampoo, $11.99 for Pantene Advanced+ Keratin Repair Conditioner, $15.99 for Pantene Advanced+ Keratin Split End Fuser, and $15.99 for Pantene Advanced+ Keratin Repair 60-Second Therapy Ampoules.
