CINCINNATI — Procter & Gamble will launch a new line of products to help women counteract age-related changes in the density and diameter of their hair.
Through the end of December, Target stores nationwide will highlight the new Pantene AgeDefy line, and will also feature new Olay Professional anti-aging products, including Olay Regenerist Micro-Sculpting Eye Cream and Lash Serum Duo offering and Olay Total Effect CC Cream.
The new Pantene AgeDefy line will include shampoo, conditioner and masque and thickening treatment, which will counteract the seven signs of hair’s aging that Pantene found in research it conducted to determine the cause of hair thinning.
Pantene partnered with experts in the field and compiled clinical data from more than 1,000 women to get a better picture of age-related changes in hair’s density and diameter. The seven signs of aging hair that women experience according to Pantene’s findings are breakage, split ends, frizz, unruly grays, lackluster color, thin look and dryness.
“Understanding what really happens to hair as we age has been a big effort for us at Pantene,” said Pantene principal scientist Emily Overton. “We’ve come to realize that, like skin, there is much more to it than just extrinsic hair aging. Hair also ages intrinsically. This means that the hair we are producing changes as we age.”