Pantene Now with 2x Pro-V

Press Release October 10, 2009

Pantene Now with 2x Pro-V – Our Miracle Vitamin
NEW Pantene Nourished Shine Shampoo & Conditioner

Introducing NEW Pantene Nourished Shine shampoo and conditioner featuring 2x the miracle Pro-V ingredient. The new formula from Pantene has been tested and proven to penetrate deeper inside the cortex than ever before, targeting the most damaged cuticles to help repair from within - nourishing hair from the inside for shine on the outside.

Beauty Experts* were given a sneak preview of the new range and took part in an unbranded trial, resulting in 7 in 10 hairdressers, make-up artists, dermatologists/trichologists and stylists agreeing that:
• The range improved the appearance and feel of hair and made it healthy looking
• They would recommend the range to their family and friends
• They were able to notice visible results

Coveted hair stylist and Kiwi Pantene Beauty expert Gareth Chitty has seen the test results and agrees that Pantene’s Nourished Shine range really does work to repair damage. “Once hair becomes unhealthy, it can often be difficult to restore it to its original condition,” says Gareth. “But Pantene’s Pro-Vitamin complex works wonders to bring back the hair’s smooth, soft feel and shine.”

Pantene’s Pro-Vitamin complex consists of two different molecules – panthenol and the vitamin derivative Panthenyl Ethyl Ether, which have hydrophobic properties. When applied, it ‘neutralises’ the negatively charged hair surface.

“This process makes damaged hair smoother and stronger against breakage and even healthier looking than untreated hair,” says Gareth.

Pantene has identified the three elements of great looking hair and designed the Nourished Shine shampoo and conditioner range to address all three:
1) Inside - The cortex. The cortex plays the important role of holding moisture and is most significantly affected by chemical treatments such as permanent colouring and rebonding. Nourishment equals manageability and softness.

2) Outside - Outer cuticle. The outer cuticle is important to the way hair looks and is commonly damaged by brushing, combing and other friction. Protecting from damage and smoothing rough areas is important for shine, smoothness and ease of combing.

3) Hair bundle - Your ponytail. If hair has been chemically treated it is likely to have lost its natural hydrophobic layer (f-layer), which can cause the hair strands to repel each other. Providing the hair strands with better lubrication helps the hair flow and allows easier alignment, making it look healthier and shinier.

Tracey Dalton, stylist to the stars at TV3 and Pantene Beauty Expert, says your hair is your best accessory so it’s crucial to take steps to ensure it stays in optimum condition.

“I like to start with a great shampoo and conditioner like Pantene’s Nourished Shine range which helps keep hair nourished from deep within for maximum shine. You’ll step out feeling fabulous and wonder how your hair used to manage without it,” she says.

Tracey says no outfit is complete without great hair and more and more women are beginning to realise they can achieve it themselves with the right products.

Pantene Nourished Shine Shampoo & Conditioner (RRP $8.39, 350ml) (RRP $15.49, 750ml) are available in-stores nationwide.
-Ends-

Notes to Editors:
* Trial conducted with Australian Beauty Experts

Gareth Chitty – Biography
Gareth Chitty is a sought after Auckland hair stylist who spent five years in London working with some of the biggest names in the business including the British Hairdresser of the year and celebrities Sophie Dahl, Jodie Kidd, Sacha Baron Cohen and Drinn O’Conner. Gareth is now the owner of successful hair salon Gareth & Co. Gareth & Co is a boutique hair salon in the heart of Grey Lynn specialising in all aspects of hairdressing. The salon has created a perfect balance between being ‘local’ with fantastic service and a modern yet casual environment

Tracey Dalton – Biography
Tracey Dalton is the Head of Styling and Makeup TV3. She has worked in the fashion industry for the past 22 years and is a Hairstylist, Makeup Artist and Fashion Stylist. Tracey started her hairdressing career in Dunedin and a few years later moved to Auckland where her career in Television and her training as a Makeup Artist began. Tracey also worked as Fashion Editor for the NZ Woman’s Weekly up until 2003 when she returned to television as Head of Styling and Makeup for TV3.

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