Formulas 10 Years in the Making

Not only is damage the topic of concern for more than half of women worldwide who live with it, but also for professionals asked to treat it and the scientists tasked with eliminating it. Advancing scientific tools and research methodologies are providing new insights on the causes of damaged hair as well as technologies to prevent it in the first place.

You might not realize it, but hair damage is a natural phenomenon. The role of the hair fiber is to absorb the insult and prevent harm to our bodies. It is one of hair’s fundamental functions. However, left untreated, invisible structural changes progress to the ultimate sign of damage—breakage. The characteristic damage symptoms we are all familiar with are: dullness, split ends, flyaways, lack of manageability, and a rough texture. Normally we associate these signs of damage with mechanical or chemical damage (i.e., too much brushing/tangles, or color treating). But P&G scientists have discovered another cause of damage—environmental damage that results in oxidative damage from free radicals breaking down the structural integrity of hair. Free radicals might sound scary, but these are the same things that damage our skin, resulting in wrinkles and age spots. P&G scientists have taken a similar approach to eliminating free radicals in hair, with antioxidants known to prevent the formation of mineral-induced free radicals (specifically copper, which is a natural element found in our environment and water sources thanks to copper pipes). By blocking free radical formation, antioxidants minimize the acceleration of damage to hair’s structural integrity, ultimately preserving hair health.

The protective role these antioxidants play in hair health has earned their place in Pantene shampoo formulas. In addition to cleaning away dirt and residue, Pantene shampoos with damage-blocking antioxidants now help to clean away the damage-inducing mineral impurities. With continued use, copper-induced oxidative stress declines, hair’s proteins are better preserved, and hair condition can improve over time. Clinically proven healthier hair!
Formulas 10 Years in the Making
By blocking free radical formation, antioxidants minimize the acceleration of damage to hair’s structural integrity, ultimately preserving hair health.