Mariam Nihal

Saudi Gazette

 

How many times have you heard women complain about losing their hair because of tap water? More than once, guaranteed. So here is some news from the Pantene Hair Research Institute. Pantene have exposed EDDS, the first damage blocking technology, which acts like a shield against copper content deposited on hair by tap water to reduce hair damage. Saudi Gazette spoke to Dr. Steven Shiel, Associate Director in Scientific Communications for Procter & Gamble about the new technology, debunking myths while Marwa Elshahawy, Brand Communications Leader at Procter & Gamble spoke in depth about revamping of the brand and its more conscious approach on social media.



Dr. Shiel has been working in the field of hair science for almost 20 years.  “I did my doctorate in synthetic chemistry, and then joined Procter & Gamble back in 1995.  Since that time I have worked across all areas of hair care – from shampoos, conditioners, styling and hair color.” He said the new Pantene is based on new fundamental science relating to hair damage.  “We have found that the mineral copper when deposited on the surface of the hair fiber can lead to hair damage due to a process called oxidative damage.  Here the copper can help in the formation of free radicals, which can break down hair’s protein leaving it weaker and more prone to further damage.  The new technology, which is in all of the shampoo formulas, helps to target, capture and neutralize the effects of copper – leading to less oxidative damage, and ultimately healthier more beautiful hair,” he added.



SG: The growth and maintenance of hair is a complex balancing act. What’s your advice?



SS: You’re right – it’s a very complex subject and there are many factors involved.  The basic advice is very simple, in that you should think of your hair in a holistic way – that means that in addition to the great care that you get from cosmetic products like Pantene, you also need to think about what you do to it (and avoid those things which are very damaging), and also think about your own health and well being.  Elements like general health; nutrition and stress levels should not be overlooked.



SG: Tell us more about the way it works - the scientific elements.

SS: The new technology is a chelant, this is an active ingredient that works by binding to a target.  In this case the target is copper, the mineral linked to oxidative damage.  The chelant (called EDDS) is specifically designed to target copper, it finds copper in the water and on the hair fibre and binds to it – this means that the copper cannot take part in oxidative damage, and the overall damage potential is decreased.  Over repeated uses we can see that the copper levels in hair are significantly reduced when using this technology.



SG: Can you give our readers tips on how (often) to use the product and how to maintain healthy hair?



SS: This is an interesting question as wash frequencies change around the world and also changes depending on the hairstyle.  Typically somewhere between 2-4 times a week is a good starting point, and if your hair is longer than 10cm you should think about using a rinse conditioner every time you wash your hair.



SG: How do you think coloring affects the quality of hair and does it assist in hair fall?



SS: We know that coloring does lead to a change in the hair fibre – especially permanent coloring and bleaching.  In particular they can lead to the loss of hair’s natural lipid layer – called the F-Layer, which gives hair its waterproof coating, and acts as a source of natural protection. This can lead to hair becoming more vulnerable and prone to breakage.



SG: So how is it the best option during peak summer seasons and humidity?



SS: This can be a difficult time for your hair as it goes through a lot of challenges in terms of humidity and UV rays.  The best thing is to help hair from constant changes in humidity – one way of doing this is to use conditioning products every time you wash your hair.  This means that the hair will be less porous and then will react less to changes in the air’s moisture content.  For those women who cover their hair, the high temperatures and humidity can leave their roots feeling dirty and greasy – for this I would recommend that women only use a conditioner on the ends and mid sections of the hair and avoid the root areas.



SG: What inspired the need for this launch - it seems like a move made for re-branding ‘Pantene shampoos’.  Do you think Pantene needed that?



ME: For decades, Pantene’s innovations have always been rooted behind deep consumer insight thanks to being closely in touch with Arab women’s hair concerns and needs. Perceived hair damage caused by water was one-concern Arab women were aware of however felt that they simply had to live with. As a leader in the haircare industry, Pantene scientists were committed to finding the solution and spent years in research and development to reach the right formula. The result is Pantene’s world first solution designed to repair and protect hair from excessive minerals found in water that cause hair damage. This formula with damage blocking technology is now found in all Pantene shampoos to suit all hair types.



SG: A lot of social media efforts invested in the launch target young influential women. So who is your customer?



ME: Conversing with Arab women where they are present is very integral for Pantene. We know that women in the Arab world are spending more and more time online and on social media platforms. Keeping this in mind, and amidst the vast variety of content they consume online, it was important that we gear our marketing communication plan towards them with an idea that holds their attention in the most effective manner. By claiming Pantene was launching bottled water was a quick teaser to seek their attention & stir a conversation about the topic before we reveal the truly breakthrough shampoo innovation that repairs and protects their hair against water damage.



SG: Considering Pantene is a household product or at least wasn’t associated with the glamour quotient - what has changed?



ME: Pantene has always believed that beauty without health is a cover up and a temporary fix. In giving Arab women superior innovations for healthy hair that is strong and shiny, we help them feel glamorous in their own skin.