15

Nov 2011

Introducing New Pantene Aqua Light A Lightweight Solution For Hair You Can Swisssh!

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MEDIA RELEASE

Feeling weighed down? Introducing new Pantene Aqua Light a lightweight solution for hair you can swisssh.

pantene-aqua-light-2-webFeeling weighed down? Introducing new Pantene Aqua Light – a lightweight solution for hair you can swisssh. Your hair will love you for it!

A recent survey revealed that one in three Gen-Y women believe the myth that Pantene is bad for their hair or weighs it down*.

In response to these results, Pantene has created Pantene Pro-V Aqua Light a new care range with zero residue and zero weight, leaving you with beautifully nourished hair that you can swisssh!

Pantene Expert Stylist, Barney Martin, says there are so many misconceptions about Pantene in the market around silicones and that Pantene weighs your hair down.

“I hope that this new collection will help to put some of these to rest. Most of the time if women have a negative experience with a product it usually comes down to the simple fact that they are using the wrong product for their hair type.

This collection is specifically targeted at women with fine hair who want hydration and that ‘just washed’ fresh feeling, without their hair feeling weighed down and looking flat or limp,” says Martin.

Pantene Scientists have formulated the new range using their breakthrough Clean Rinse Technology**. This system delivers hydration and rinses clean in just seconds with zero unwanted residue, leaving your hair with a weightless feel that you’ll love!

Dr Jasmine Karsono, Pantene Scientist, says: “Within the new formula there is a combination of highly water soluble liquid conditioning ingredients, slimmed down silicones and a high tech gel structure, which easily breaks down upon rinsing.”

The survey also revealed that nearly half of females who have not tried Pantene admit that they have avoided it because of some negative perception towards the brand, including that it contains silicones.

“Although we have slimmed down the silicones in this new range, they still play an important role in restoring hair health and protecting it from future damage. Silicones are a key ingredient for haircare products, as they provide great scalp and hair compatibility together with outstanding hair caring properties,” says Dr Karsono.

And if you’re like the one in four women surveyed who potentially put their hair at risk unnecessarily by avoiding conditioner to keep their hair feeling lighter*, this could be because traditional hair conditioners contain ingredients which solidify when they dry on your hair, weighing it down.

Providing the ideal solution, Pantene Pro-V Aqua Light shampoo and conditioner contain a special cationic surfactant which maintains liquid-like properties at room temperature, meaning your hair has flexibility and the freedom to move, leaving it residue free and beautifully light!

Dr Karsono says unlike many traditional conditioners, which are more creamy and give good conditioning but can weigh some hair types down, Pantene Pro-V Aqua Light has a Lamellar Gel Network with lots of very thin layers of ingredients which are loosely packed together in lower than usual concentrations.

“This means that the minute you start rinsing, the conditioning molecules can easily be broken apart,” says Dr Karsono.

Barney Martin, Pantene’s Expert Stylist – Tips to Make a Swisssh…

Step 1. Cleanse – Pantene Aqua Light Shampoo

Featuring Clean Rinse technology with an incredible formulation that rinses off speedily to remove traces of excess residue and prepping the hair for the super-light conditioner.

Step 2. Condition – Pantene Aqua Light Conditioner

The lightweight conditioner minimises the risk of residue which can weigh the hair down.

Pantene Pro-V Aqua Light Shampoo and Conditioner (RRP $5.10 200ml, RRP $8.58 350ml) are available in stores nationwide.

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Fleur Revell
Fleur Revell is one of the country’s most eminent PR consultants and public relations practitioners with more than 20 years industry experience behind her. Fleur is also a three times Qantas Media Awards winner and Feature Writer of the Year; and has an exceptional working knowledge of the New Zealand media landscape and its accelerating evolution in the digital age.
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