Pantene Pro-V shampoos have been reformulated to include Damage Blockers (EDDS), becoming its first global innovation to prevent the damage caused by copper levels in hair from tap water.
Several years ago, the Pantene Hair Research Institute set out to discover why tap water may be standing in the way of women achieving the hair they want. Through a global study, they were the first to discover that excessive minerals in the water, namely copper, deposit on hair during washing. This surprising source of hair damage accumulates on hair over time causing problems like dull, brittle, dry hair, even when freshly washed and conditioned. After extensive research and development the Pantene Hair Research Institute discovered EDDS which attracts excessive minerals such as copper, like a magnet, to draw it away from hair, preventing damage.
Present at the event was the renowned hair stylist, and Pantene brand ambassador, Nina Lotia. Nina shared a presentation with the guests, explaining in-depth the science behind the new Pantene formula and how it can help prevent the damage tap water causes to hair.
Sharing her thoughts at the occasion, Nina Lotia said, “So many clients tell me that they think tap water is harsh on their hair. Having gone through an educational visit at the Pantene lab in Singapore, I now understand what is causing the damage and how the new Pantene can prevent it. The study proves that during the first wash, Pantene’s shampoos with EDDS begin working to address hair’s copper levels while revealing the natural beauty of each fiber. With continued use, copper-induced oxidative stress declines, protein preservation improves, reinforcing EDDS as an effective solution to prevent damage caused by copper in water.”
Aamina Sheikh, the Pantene beauty ambassador said, “The new Pantene with Damage Blockers gives me the most beautiful, HEALTHY hair I’ve always wanted. As an actress and model, looking good is an essential part of my job, and as a woman, my hair is my crowning glory. I travel a lot for work and vacation purposes, experiencing different kind of water across Pakistan and the world. For many years, this was a cause for concern because my hair would not react suitably to tap water. It would feel dry and I would experience hair fall. I’ve gone to the extent of rinsing my hair with bottled water just to maintain its health and shine. When I discovered the new Pantene, I tried the shampoo and conditioner for myself. Now, I’m so convinced by the results, I can achieve a flowing beautiful style even if I wash my hair every day - tap water no longer stands in the way!”
Sharing her thoughts at the event, Maheen Hassan, brand manager, Pantene Pakistan said, “Today is an iconic moment in the history of Pantene innovation. In the past, Pantene has brought several options for different types of hair to make hair health easier for our consumers but with the launch of our latest innovation to counter water damage – Pantene has made history. Keeping the consumers at the heart of our innovation, it gives me great pleasure to introduce the newest member of the Pantene Pro-V family, the new Pantene with Damage Blockers.”
The new Pantene Pro-V Damage Blocker is now available at all leading stores across Pakistan. The formula has been incorporated in Smooth & Strong, Sheer Volume and Deep Black in the Pantene Pro-V Endo Look range. For the Damage Repair range the Damage Blockers have been added to Anti-hair fall, Milky Extra Treatment, Moisture Renewal and Anti-dandruff and for the Natural Ingredient range, Nature Fusion.