Pantene in anti-ageing hair care push

Global beauty giant Procter & Gamble (P&G) is stepping up its anti-ageing hair care offering with AgeDefy from Pantene. Said to be the result of significant scientific research, the new line - which includes a shampoo, conditioner, masque and thickening treatment - is said to have been specially formulated to counteract the signs of hair ageing. According to Pantene, these concerns break down to seven key signs: breakage, split ends, frizz, unruly greys, lacklustre colour, 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 realise 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."

The AgeDefy line is now available in Target stores around the US, supported by an anti-ageing product promotion that will run until the end of this year. Along with the new line, Target is also stocking P&G's new Olay Regenerist Micro-Sculpting Eye Cream and Lash Serum Duo, said to brighten the look of the eye area, along with the new Olay Total Effect CC Cream.