August 23, 2004. In an ideal world our hair would stay as perfectly healthy from the minute it starts growing to the minute it stops. However in the real world we’re all aware that chemical processes, environmental damage, daily wear-and-tear and stress can severely alter our hair’s health, leaving us with no alternative other than to go for the chop – until now that is. The UK’s premier haircare brand, Pantene Pro-V, is set to revolutionise the haircare market with the introduction of a new and groundbreaking product formulation that will help transform and rebuild everyday hair into beautiful, healthy, enviable locks.

Scientific Discovery
New PantenePro-V Amino Complex represents a huge scientific breakthrough, painstakingly developed by the white coats at P&G Beauty, to help us rebuild the natural strength and beauty of our lifestyle-damaged hair. Our scientists have discovered that damaged hair can be attributed to the loss of amino acids – proteins that give strength to the hair. So every time our hair is coloured, treated with heated styling appliances or simply subjected to everyday life events such as UV exposure or swimming, these amino acid building blocks are lost, and hair becomes dull, lifeless and lacking health and shine.

Breakthrough Formulations
The breakthrough came when our scientists identified the exact amino acids that are lost from the hair with everyday wear-and-tear (including lysine, histidine and tyrosine for the scientifically minded!) and created this new and innovative formulation enriched with all three of these vital proteins. In effect Pantene Pro-V has discovered the essence of healthy hair and bottled it. So now, Pantene Pro-V can help rebuild hair structure to become up to ten times stronger, more resilient and ultimately more beautiful.

How it Works
The Pro-V Amino Complex works by penetrating the inner cortex of the hair to help rebuild and repair its structure by replacing lost amino acids and essentially helping to put back what life has taken out. The entire Pantene Pro-V range of shampoos, conditioners and intensive treatments has been reformulated to contain the amino complex so whether you’re looking for volume, a sleek finish or perfect curls your hair’s health can be transformed at the same time.

Those looking for an instant hair health fix should try NEW Pantene Pro-V Triple Amino Instant Repair Treatment, from £3.99, which contains a triple concentration of the amino acid complex and works to instantly boost and help rebuild tired lacklustre locks. The super-restorative formula should be left to work its magic on freshly washed hair for three minutes before rinsing and styling as usual.

The Pantene Pro-V care range with new Pro-V Amino Complex consists of the following end-look collections:

Sheer Volume: for bouncy, weightless hair with up to 80% more volume and fullness

Smooth & Sleek: for shiny, smooth, polished and healthy looking hair

Perfect Curls: for lively, evenly-defined and moisturised curls with up to 60% less frizz

Repair & Protect: an ultra-moisturising system that helps prevent the formation of split ends and retains moisture where hair needs it most

Radiant Colour: for the preservation of shiny, vibrant, healthy-looking, colour that lasts

Classic Care: for simply clean and conditioned healthy-looking hair whatever your hair type

For further information contact the Pantene Pro-V Press Office at Good Relations:

Natalie Saunders Tel: 020 7861 3109; email:
nsaunders@goodrelat ions.co.uk

Jo Scotchmer Tel: 020 7861 3130; email: jscotchmer@goodrelations.co.uk

Perena Heywood Jones Tel: 020 7861 3152; email: pheywoodjones@goodrelations.co.uk