New Pantene Expert Collection Works to Combat Signs of Hair Aging and Help Repair Extreme Damage


New Pantene Expert Collection Works to Combat Signs of Hair Aging and Help Repair Extreme Damage

Timeless beauty, Courteney Cox, signs on as Pantene Ambassador for new AgeDefy and Advanced+ Keratin Repair product lines

CINCINNATI--(BUSINESS WIRE)-- As a pioneer of hair health research, Pantene continues to break ground with the introduction of the new Pantene Expert Collection, a premium offering of products that helps meet the needs of women's most demanding hair issues. Addressing the needs of both aging hair and extreme hair damage, the Expert Collection brings two new premium hair care lines to Pantene: AgeDefy and Advanced+ Keratin Repair. Designed for women who prefer an elevated level of care, the products utilize Pantene's most advanced technologies and help women experience healthy hair with luster, bounce, and damage repair.

A behind-the-scenes look at Pantene Celebrity Ambassador Courteney Cox's Expert Collection advertisi ...
A behind-the-scenes look at Pantene Celebrity Ambassador Courteney Cox's Expert Collection advertisi ...

A behind-the-scenes look at Pantene Celebrity Ambassador Courteney Cox's Expert Collection advertising shoot. (Photo: Business Wire)

Beginning in October 2012, raven-haired beauty Courteney Cox will appear in elements of the brand's holistic marketing campaign, including TV and print advertising, in-store displays, digital, public relations and iMedia.

"The new Expert Collection marks an important milestone for Pantene, presenting 10 years of cutting-edge research with expert results," says Kevin Crociata, Marketing Director of North American Hair Care at Procter & Gamble. "With our most advanced technologies and ingredients, the Expert Collection will give women whose hair has seen it all, done it all and tried it all, a newfound love for their hair."

Crociata continues, "With such an important launch for Pantene on the horizon, we needed a brand ambassador who could represent beauty at any age, and someone who could really speak to the needs of women experiencing hair aging and extreme hair damage. When we started speaking with actress Courteney Cox, she shared that she was experiencing many of the issues the Expert Collection addresses. We knew instantly that we wanted to work with her - all women can identify with her warm and open personality, and willingness to share her honest opinions on beauty and aging."

"My hair has gone through so many transformations - from super-short to a layered shag to long, beachy waves. One transformation that I was not expecting was how my hair was changing as I got older. My hair was starting to get dry, brittle, and thinner. With these hair changes, and the constant styling of my hair on set and for the red carpet, I was really starting to see the aging and damage," says Cox. "When I started using Pantene AgeDefy, I instantly noticed a difference - it really has turned back the clock with my hair. Then I tried Advanced+ Keratin Repair - my hair feels so much smoother and more manageable - my hair stylist is raving about the positive changes to my hair!"


In your 40s and beyond, hair appears thinner through loss of density, diameter and damage that leads to breakage. The new Pantene AgeDefy line* works together to help hair act up to 10 years younger by thickening existing hair strands. The products combat both the intrinsic (hair below the scalp and linked to chronological age) and extrinsic (hair above the scalp and independent of age) symptoms of aging. The line, featuring a Shampoo, Conditioner, Masque and Thickening Treatment, has product options to counteract seven signs of hair's aging: 1. Breakage; 2. Split ends; 3. Frizz; 4. Unruly grays; 5. Lackluster color; 6. Thin look; 7. Dryness, ultimately, building thickness, bounce and shine into every strand.

*AgeDefy shampoo and conditioner, and Advanced Thickening Treatment.

Hair thinning is a prevalent problem among women and one of the signs of aging hair. Therefore, Pantene's new AgeDefy Advanced Thickening Treatment was the catalyst for the creation of the full AgeDefy line. In collaboration with Olay Scientists, Pantene Scientists discovered that a unique and precise combination of trusted anti-aging skin ingredients - caffeine niacinamide and panthenol can impact hair. This discovery led to the development of the Thickening Treatment, which thickens existing fibers, so it's as if up to 6,500 hair strands have been added.

After more than 10 years of research in partnership with Olay anti-aging experts, advanced product development, laboratory tests, patient trials and stylist testing, women finally have a line of products to help their hair drop a decade.

Suggested retail price for Pantene AgeDefy line: $18.99 for Pantene AgeDefy Advanced Thickening Treatment, $7.99 for Pantene AgeDefy Shampoo, $7.99 for Pantene AgeDefy Conditioner and $13.99 for Pantene AgeDefy Rejuvenating Hydration Masque.


The new Advanced+ Keratin Repair line features advanced technology and delivers superior technical performance to help restore smoothness to extremely damaged hair, while also working to prevent further damage at the keratin-level. The line includes a Shampoo, Conditioner, Split End Fuser and 60-Second Therapy Ampoules.

The new Pantene Advanced+ Keratin Repair line addresses extreme hair damage caused by excessive styling, and chemical processing like hair coloring. When hair is damaged, it loses keratin, one of the fundamental building blocks of hair's protein, therefore making hair weak and more exposed to additional damage. The Advanced+ Keratin Repair line helps repair and seal every strand of hair, and helps protect hair from future damage.

To improve the quality of extremely damaged hair, Pantene Scientists created the new Triple Blend technology, the key repairing formula in Advanced+ Keratin Repair. The Triple Blend technology is a new combination of three polymers with superior benefits - mending hair damage at the cuticle cell level, helping to prevent keratin damage and dramatically improving hair health.

"While other Pantene products do address moderate hair damage, some hair damage is so extreme, it needs highly advanced technology and ingredients to help repair years of abuse," says Dr. Jeni Thomas, Pantene Principal Scientist. "In the two minutes that it takes to apply one use of the Advanced+ Keratin Repair regimen**, the tip area of damaged hair was shown to be as smooth as (if not smoother than) the root area - where hair is at its healthiest. Women using these products will see instantly smoother hair and experience less breakage after one week of use."

**Advanced+ Keratin Repair shampoo and conditioner and Split End Fuser.

Suggested retail price for Pantene Advanced+ Keratin Repair line: $7.99 for Pantene Advanced+ Keratin Repair Shampoo, $7.99 for Pantene Advanced+ Keratin Repair Conditioner, $13.99 for Pantene Advanced+ Keratin Split End Fuser, and $13.99 for Pantene Advanced+ Keratin Repair 60-Second Therapy Ampoules. For more information, visit

The Pantene Expert Collection AgeDefy Shampoo, Conditioner and Advanced Thickening Treatment and Advanced+ Keratin Repair Shampoo and Conditioner will be available nationwide starting in November 2012. Full product lines will available in December 2012. The Pantene Expert Collection will be available in Canada starting March 2013.

About Pantene

The Pantene line includes customized collections to help provide all women with healthy, beautiful hair: Customized Solutions, Nature Fusion, Beautiful Lengths, Relaxed & Natural, Classic and Expressions. Pantene Pro-V products are available at drug stores, food stores and mass merchandisers.

About Courteney Cox

Courteney Cox gained overnight fame as she endeared herself to millions as the neurotic yet loveable Monica Geller on NBC's Emmy® Award winning comedy "Friends." Cox currently stars as Jules Cobb in her Golden Globe® nominated role as a recently divorced mom in her forties facing the humorous challenges, pitfalls and rewards of life's next chapter in thecomedy "Cougar Town." Currently about to begin its fourth season, Cox also serves as the show's executive producer for her production company, Coquette. "Cougar Town" was co-created by Bill Lawrence and Kevin Biegel and airs on TBS. In addition to starring in and producing, Cox recently directed several episodes of the show. In June, Talhotblond, her first full-length project as a director, premiered on Lifetime.

Cox became a household name with the launch of the hit television-series "Friends" portraying Monica Geller. The show garnered Screen Actors Guild Award nominations for Outstanding Performance by an Ensemble in a Comedy Series from 1999 - 2004. In 1996, Cox starred in Wes Craven's horror/comedy Scream. The movie quickly grossed over $100 million at the box office, and won Cox rave reviews for her standout performance as the wicked and smug TV reporter Gale Weathers. She went on to reprise her role three additional times for the Scream franchise. Courteney's additional film credits include Bedtime Stories, 3000 Miles to Graceland, Mr. Destiny, Cocoon: The Return, Zoom, November, The Longest Yard and Barnyard.

About P&G Beauty & Grooming

P&G Beauty & Grooming products help empower men and women around the world to look and feel better than they ever thought possible. With 11 billion dollar brands and products available in over 130 countries, P&G's beauty and grooming products delivered sales of over $38 billion in fiscal year 2010/11, making it one of the world's largest beauty and grooming companies. P&G Beauty & Grooming offers trusted brands with leading technology to meet the full complement of beauty and grooming needs, including Pantene®, Olay®, Head & Shoulders®, Max Factor®, Cover Girl®, DDF®, Frederic Fekkai®, Wellaflex®, Rejoice®, Sebastian Professional®, Herbal Essences®, Koleston®, Clairol Professional®, Nice 'n Easy®, Venus®, Gillette®, SK-II®, Wella Professionals®, Braun®, Crest®, Oral B®, Always®, Tampax® and a leading Prestige Fragrance division that spans from point of market entry consumers to high end luxury with global brands such as Hugo Boss®, Lacoste®, and Christina Aguilera®. Please visit for the latest news and in-depth information about P&G (NYS: PG) and its brands.

About Procter & Gamble

P&G serves approximately 4.6 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, Ambi Pur®, SK-II®, and Vicks®. The P&G community includes operations in approximately 75 countries worldwide. Please visit for the latest news and in-depth information about P&G and its brands.

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DeVries Public Relations
Marcela Bequillard, 212-891-0413
Kristina Soriano Jacobs, 212-891-0428

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