The science behind the World’s No. 1 Conditioner Brand* takes center stage in the latest campaign from Pantene.
For over 60 years, Pantene has been committed to give women healthy, beautiful hair that empowers them to shine. Pantene’s Pro-V science and continuous innovation enables Pantene to deliver this promise. Its new Beautiful Science campaign takes innovation further by daring to go without camera tricks, without retouching and by letting the science behind its products shine.
“There is a healthy skepticism among Filipinas. With their access to technology and information, they are more discerning about the products that they use. Brands have to earn and build the trust that women place on these brands. Pantene is prepared to step up to the challenge,” shares P&G Communications Manager Deirdre de Padua.
The Beautiful Science campaign endeavours to further strengthen Filipinas’ trust in Pantene. The first video in the series features the Static Generator to prove the importance of intensive conditioning. Without camera tricks or retouching, Pantene demonstrates that hair treated with Pantene Daily Intensive Conditioner stays down, resisting static electricity and staying virtually frizz-free, while more hair not treated with Pantene stands up.
Shean Lim, Senior Technologist for P&G Hair Care, explains the science, “When hair is not damaged, the cuticle or the outer layer of the hair is in place, effectively protecting the inner structure or cortex. However, due to mechanical, environmental, thermal and chemical factors, our hair becomes damaged, which means that the cuticles are lifted and the cortex becomes exposed.”
Pantene Total Damage Care Daily Intensive Conditioner is designed to address ten signs of hair damage: tangles, dullness, brittle strands, split ends, hair fall, dry hair, rough feel, weakness, frizz and unmanageable hair. This is the conditioner for women who already have damaged hair or whose lifestyle and habits expose their hair to damage.
Lim shares, “Damaged hair has a higher negative charge density than healthy hair. When the cuticle is lifted, the exposed cortex becomes more and more negatively charged.” In the first Beautiful Science experiment, the Static Generator, which creates negative charges, is used to measure the level of damage in hair. When a person touches the metallic ball of the Static Generator, the negative charges from the generator transfers to that person. Damaged hair becomes even more negatively charged and hair strands begin to repel each other, causing damaged hair to stand up.
Pantene Daily Intensive Conditioner gives women healthy, beautiful hair that resists static electricity. It deposits a protective layer on hair strands and contains 80% more conditioning ingredient versus Pantene’s regular conditioners. The conditioning ingredients are positively charged to neutralise the negative charges of damaged hair. Pantene Daily Intensive Conditioner with Pro-V makes hair strong on the inside, soft and shiny on the outside.
Pantene Color and Perm Daily Intensive Conditioner helps keep colors vibrant and curls intact. Chemical treatments like coloring and perming make hair very damaged, and the Pantene Color and Perm system helps restore the health of hair. Its unique conditioning actives prevent water from entering and exiting hair cuticles so that color pigments don’t run and curls don’t loosen.
Pantene not only gives women frizz-free, beautiful hair, but it also offers the right conditioner for every woman’s needs. A conditioner does so much more than making your hair soft and scented. It is an important step to keep hair protected from damage. Filipinas should choose their conditioners based on their hair type, hair condition and lifestyle:
Pantene Aqua Pure Daily Intensive Conditioner gives hair the nourishment it needs without the excess weight, making it perfect for women with fine hair. The Pantene Aqua Pure system’s Clean Rinse Technology delivers conditioning but washes clean and fast. With no added silicone, dye or paraben, it leaves hair with virtually zero weight for a feeling of lightness.
Pantene model Catriona Gray
Backed by Beautiful Science, Pantene Daily Intensive Conditioner gives women healthy, beautiful hair – without camera tricks or retouching. Watch Pantene #BeautifulScience and search for “Pantene Beautiful Science” on YouTube to find out more.