Pantene Keratin Damage Blockers

After 10 years of research and listening to thousands of Australian women, P&G introduces a breakthrough formulation in hair care; new and changed Pantene.

New Pantene is designed to meet the needs of Australian women by addressing their number one hair care concern; damage (63%). The optimal blend of Pro-V in new Pantene nourishes and protects your hair to deliver up to 100% damage protection with a lightweight feel.

The new Pantene formulation contains a revolutionary technology Keratin Damage Blockers which helps defend hair against irreversible oxidative damage.

Lais Koelle, Pantene Senior Scientist, comments: 'Keratin is a protein that makes up 80% of hair. One of the main causes of hair damage is keratin loss, especially at the ends. Free radicals attack the keratin protein inside your hair leading to damage and hollowing of the hair structure. The antioxidant in the new Pantene shampoo formulation neutralizes the free radicals and reduces the amount of damage they can cause. Less keratin protein loss means a reduction in progression of hair damage."

Pantene has partnered with Australian model and businesswoman, Robyn Lawley, to share her experience with new Pantene.

Robyn comments: 'I am so excited to be partnering with Pantene at this exciting time as they unveil a truly breakthrough formulation in hair care. In my job as a model my hair goes through a lot, but the new Pantene keeps it looking strong and healthy giving me the confidence to shine."

In addition to a complete base formulation upgrade, Pantene introduces a range of innovative new products, including the Ultimate 10 BB Crème and Dry Shampoos.

Barney Martin, Pantene's Expert Hairstylist, comments: 'I love that the new
Pantene addresses the issues Australian women are facing with their current hair
care; damage and limpness. The lightweight formula in new Pantene means hair
is manageable without flyaways, but the Keratin Damage Blockers provide
superior protection to both the inside and outer layer of the hair strand. What's

Through 10 years of research and listening to Australian women, Pantene knows what is important in their hair care routine;

Over two-thirds (67%) of Australian women feel that their current hair care products fall short or fail completely on delivering on what they promise, with 32% citing the main reason for being dissatisfied is that products don't live up to the claims they make. As many as 65% of women have felt dissatisfied after using a damage protection hair product that left their hair feeling heavy and weighed down.

Perhaps not surprisingly in light of these findings, the survey also revealed there is little loyalty for shampoo and conditioner products with the average Australian woman changing her hair care brand up to three times a year. Highlighting the effects that great hair can have on Aussie women, over one third (39%) of Aussie women admitted to experiencing 'hair-envy' when they see someone with perfect hair.

Reinforcing that feeling great about their own hair isn't out of reach, Pantene Promise that Australian women will love the new formulation.

Pantene Daily Moisture Renewal with Keratin Damage Blockers (shampoo only) intensely moisturises hair to help repair damage and revitalize with 4 x the damage prevention
RRP $7.99 each

Ultimate 10 shampoo & conditioner delivers 10 hair health benefits in
1) Helps prevent split ends,

2) Strengthens against breakage,

3) Smooths,

4) Moisturises,

5) Softens,

6) Reveals shine,

7) Improves manageability,

8) Detangles,

9) Restores natural volume,

10) Provides balanced cleansing (shampoo) Controls Frizz (conditioner)

Ultimate 10 BB Crème is the ultimate 10-in-1 multi-tasking treatment that moisturizes, de-tangles, de-frizzes and more for incredibly healthy looking hair. You can use wherever, whenever – wet or dry hair, day or night.
RRP: $10.99

Dry Shampoo – Original Fresh (Nature Fusion) features an exclusive Pro-V formula with tapioca, which absorbs oil and gives you instantly refreshed hair without washing.
Dry Shampoo – Volume Booster is a fusion of Pro-V science + tapioca to give instant oil absorption with virtually zero weight.
RRP: $9.99 each

7 Day Smooth & Manageable Kit provides all day smoothness with zero chemical damage to give manageable and lasting smoothness in humid weather. Get noticeably smooth, soft and moisturised hair with Pantene's longest lasting treatment system.
RRP: $10.99

Hear what people have to say about New Pantene at www.pantenepromise.com.au #pantenepromise

To share your biggest hair concerns and feedback, stay informed and be part of the conversation, head to www.facebook.com/PanteneANZ. You can also find Pantene on Instagram @PanteneANZ