P&G expands Pantene portfolio with new Expert Collection hair care lines


CINCINNATI — Procter & Gamble has introduced its Pantene Expert Collection, which addresses the needs of both aging hair and extreme hair damage.

The Expert Collection brings two new premium hair care lines to Pantene: AgeDefy and Advanced+ Keratin Repair. The products utilize Pantene’s most advanced technologies and promise to help women experience healthy-looking hair with luster, bounce and damage repair.

Beginning in February 2013, actress Courteney Cox will appear in elements of the brand’s holistic marketing campaign, including TV and print advertising, in-store displays, digital, public relations and iMedia.

“The new Expert Collection marks an important milestone for Pantene, presenting 10 years of cutting-edge research with expert results,” stated 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.”

In your 40s and beyond, hair appears thinner through loss of density, diameter and damage that leads to breakage. The new Pantene AgeDefy line works together to help hair act up to 10 years younger by thickening existing hair strands. The products combat both the intrinsic (hair below the scalp and linked to chronological age) and extrinsic (hair above the scalp and independent of age) symptoms of aging. The line, featuring a shampoo, conditioner, masque and thickening treatment, has product options to counteract seven signs of hair’s aging:

  1. Breakage;

  2. Split ends;

  3. Frizz;

  4. Unruly greys;

  5. Lackluster color;

  6. Thin look; and

  7. Dryness.

Thin-looking hair is a prevalent problem among women and one of the signs of aging hair. Therefore, Pantene’s new AgeDefy Advanced Thickening Treatment was the catalyst for the creation of the full AgeDefy line. In collaboration with Olay scientists, Pantene scientists discovered that a combination of anti-aging skin ingredients — caffeine niacinamide and panthenol — can impact hair.


The suggested retail price for the Pantene AgeDefy line: $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 New Advanced+ Keratin Repair line features advanced technology to help restore smoothness to extremely damaged hair, while also working to prevent further damage at the keratin level. The line includes a shampoo, conditioner, Split End Fuser and 60-Second Therapy Ampoules.

The new Pantene Advanced+ Keratin Repair line addresses extreme hair damage caused by excessive styling, and chemical processing like hair coloring. When hair is damaged, it loses keratin, one of the fundamental building blocks of hair’s protein. This makes hair weak and more exposed to additional damage. The Advanced+ Keratin Repair line helps repair and seal every strand of hair, and helps protect hair from future damage.

To improve the quality of extremely damaged hair, Pantene scientists created the new triple-blend technology, the key repairing formula in Advanced+ Keratin Repair. The technology is a combination of three polymers with three benefits 

mending hair damage at the cuticle cell level, helping to prevent keratin damage and improving hair’s healthy look.

The suggested retail price for the Pantene Advanced+ Keratin Repair line: $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.

The Pantene Expert Collection will be available in the United States starting November 2012 and will be available in Canada starting March 2013.


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