15

Jul 2012

Kiwi Women Say No Pain No Gain When It Comes To Getting The Hair They Want!

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MEDIA RELEASE

A new survey called the Pantene Torture Test shows Kiwi women say no pain no gain when it comes to getting the hair they want. According to the survey more than 6 out of 10 women have experienced an issue with their hair so distressing they would refer to it as a “hair disaster”.

Repair_OilForget chocolate and daytime TV hair torture is officially the new vice of Kiwi women, with a new survey finding nearly half of us are using hot styling tools on a daily basis, torturing our hair to create the perfect look!
The Pantene Torture Test* released its findings today and it’s not pretty! The study, conducted by Procter & Gamble the company behind some of New Zealand’s most well known brands, looked at the attitudes of New Zealand women towards the health of their hair.
The survey found that hair disasters were the order of the day, with more than six out of ten women (61%) saying they had previously experienced a problem with their hair so extreme that they would describe it as a “hair disaster”!
Ironically, it would seem that heat styling is Kiwi women’s answer to a hair disaster, with almost half of respondents (48%) saying they use hot styling tools at least once a week, with more than a tenth (13%) using them daily or even more frequently. A further 8% said they used hot styling tools at least once a month.
But it’s not just heat styling we inflict on our hair! Bleaching continues to be renowned as the ultimate way to wreak havoc on our crowning glory more than four out of ten (41%) Kiwi women say reaching for the bleach bottle is the thing that would most torture their hair. However, overuse of heated styling tools followed a close second with more than a quarter of respondents (26%) saying repeated use of these tools had the most potential to damage their hair.
Damaged hair is apparent through breakage, according to 40% of women surveyed, who nominated this as the number one sign of tortured or unhealthy hair. Nearly a quarter of women (23%) stated that hair loss was also indicative of unhealthy locks.
Another warning sign of badly treated hair is the dreaded frizz, with 16% of Kiwi women saying they would recognise frizz as an indication of hair damage. A further 14% of respondents claimed dry hair to be a sign of their hair behaving badly. However thinning hair doesn’t seem to bother us as much, with only 6% of those surveyed recognising this as an indication of torturous hair practices.
The hair habits of Hollywood celebs were also in the spotlight and Lady Gaga tops the villainous hair torturers according to 36% of women surveyed. Rihanna came in second (14%) with her chameleon-like colour changes, followed by Britney Spears on 9%. A further 8% suggested this dubious honour would go to Katy Perry.
So how do we avoid our own bad hair day? To combat the damage unleashed on their locks, almost half of respondents (48%) said they use hair treatments at least once a week. Of these respondents nearly a tenth (9%) said once a day or more often, a fifth (20%) said around three times a week, and a fifth said around once a week. A further 12% said they use hair treatments once a month (12%). Four out of ten respondents (40%) said they use them only on special occasions or “never”.
The Pantene Torture Test was carried out in conjunction with the launch of Pantene’s new range of products to restore hair health.
Each of the new Pantene variants are designed to protect all hair types from the daily torture we expose our hair to without that heavy weighed down feeling!
The three re-formulated collections include:
Pantene Daily Moisture Renewal Collection This new shampoo is now better designed to continue to repair the appearance of damaged hair, protect hair against future damage and help prevent split ends from forming, with a different concentration of silicone and a new polymer technology Polydadmac.
Pantene Nature Fusion Collection To harness the power of the unique molecular structure of the Cassia complex, a scientific process was used to change the properties of the molecule to make it effective as an active shampoo ingredient. The surface charges of the molecule had to be changed to enable it to adhere to hair and to perform its magic right where the hair needs it.
Pantene Colour Therapy Collection Polydadmac is also the new polymer used in this Shampoo, thanks to its efficacy in repairing colour treated hair. The new Conditioner also contains a new surface active agent, Behentrimonium Salt (BTMS).
P&G has also announced the launch of Pantene Pro-V’s Intensive Damage Repair Oil, a leave-on hair treatment specifically designed to target split ends and dryness. The oil is the latest addition to Pantene’s new collection, which has been proven to repair even the most tortured hair with the new lightweight formula!
The new Pantene variants (RRP $8.58, 350ml) and new Pantene Pro-V Intensive Damage Repair Oil Treatment (RRP $9.99) are available from selected supermarkets and pharmacies 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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