Hair Biology addresses hair needs of women as they age

Procter & Gamble is looking to address the ever-changing hair needs of women as they continue to age.

To do so, the Cincinnati-based company has launched Hair Biology, a hair collection designed to counteract the prevalent hair concerns of women who are over 50 years old.

Created to address such age-affiliated hair concerns as graying color, thinning hair, irregular strand shape, and reduced natural oil production, the brand’s line of products look to fix these issues and also improve upon them over time, the company said.

“We at P&G aim to make products that promote self-confidence and expression at every age,” Jennifer Thompson, the associate brand director at P&G said. “When developing Hair Biology, we wanted to create something that empowers women to take control of their changing hair by focusing on the science of why these transformations are happening. By targeting the changes at their sources and embracing biological shifts, rather than trying to cover them up, we hope to keep women feeling bolder, not older.”

Featuring such ingredients as caffeine, biotin and argan oil to alleviate daily hair frustrations, the products also look to help users obtain gray hair that gleams, bring back a silky texture, instantly thicken hair that has been thinning, and tame frizzies and flyaways.

Hair Biology features four collections, including:

• Soft and Hydrated, which was designed to aid dry and brittle hair. The line consists of a shampoo, conditioner and hydrating mask that has been formulated with biotin and is free to parabens and dyes;
• Full and Vibrant, which is tailored for those with fine, thin or flat hair. It includes a shampoo, conditioner and thickening treatment that has been infused with biotin;
• Silver and Glowing, which was designed to meet the needs of grey, white or silver hair. It features a biotin-infused purple shampoo and conditioner that removes dulling residue and counteracts yellow tones; and
• Styling Products, which consists of the Argan Oil Taming Serum and Multi-Tasking Hairspray. Both products look to smooth hair strands and maintain volume.

Shoppers can find Hair Biology products at Target stores and online, where they retail for $9.99 each.