Pantene launches Hair Fall Control shampoo

Company press release, April 1, 2004

Mumbai

Pantene®, hair care brand, announces the launch of Pantene® Hair Fall Control. This new category product is designed to free women of their hair fall concerns by reducing hair fall due to breakage by up to 50 per cent within just two months, thus giving them stronger, thicker looking, beautiful hair.

Our hair is constantly exposed to damaging elements ranging from: a) mechanical factors such as combing, brushing and styling; b) chemical factors such as colouring and perming; to c) environmental factors, such as the bleaching and drying effects of the sun, pollution and smoke. This leaves the hair damaged, limp and lifeless, ultimately resulting in hair breakage. In India, around 56 per cent of women suffer from hair fall due to breakage, which means that at least 1 out 2 women are not satisfied with the current condition of their hair. This makes hair fall the number one hair care concern of Indian women.

Now however, women can be free from worry, as Pantene has launched its newest variant, Pantene Hair Fall Control. The secret of Pantene® Hair Fall Control is its Pro-V Formula. When shampooing the hair with Pantene Hair Fall Control, the Pro-vitamin B5 penetrates deep inside the hair shaft. Its superior conditioning to the shaft aligns frayed cuticles, which helps the hair strand stay stronger, thus preventing points of weakness where it can break and fall. On the outside it protects it from damage, keeping it strong and beautiful resulting in less hair breakage and hair fall. This helps reduce hair fall due to breakage by 50 per cent in just two months. Pantene prices have been reduced by 16 per cent. Therefore, now a 100ml bottle will cost Rs 51 and a 200ml bottle, Rs 98.

Katrina Kaif - Model, Actress, Goddess, who launched New Pantene® Hair Fall Control said, "The beauty of a woman is in her hair. You may think that models and actresses lead glamorous lives and have no beauty concerns, but at the end of the day, we are equally concerned about the state of our hair. The fear of losing hair can be quite worrisome. I welcome New Pantene Hair Fall Control on behalf of all of India's beautiful women and am sure that it will take care of our biggest hair concern."

Qualitative Consumer Research conducted by P&G in various Asian countries (including India, Indonesia, Philippines, Thailand, Malaysia, Singapore and Vietnam) indicated that women notice hair fall on their brush, washbasin and pillow. Hair fall has emotional effects on women, who as a result feel unhappy and embarrassed, lack in confidence, and feel discouraged from experimenting with new looks or styles. The feelings of discomfort are driven by thoughts of severe hair fall problems leading to bigger issues like thinning hair.

There are also some behavioural effects resulting from hair fall such as the fear of combing the hair too much or for too long, and the fear of tie-ing the hair with a hair band because when taken off, they see more hair on the band. This is quite interesting because almost 70 per cent of women in India have long hair, and with the hot tropical climate, they tend to tie up their hair to allow them to feel cooler.

Sharing perspective on the launch, Mr. Colin D'Silva, Principal Scientist, P&G Technical Center (Kobe, Japan) said, Hair fall due to breakage is attributed mainly due to mechanical and chemical damage, which leaves hair weak and fragile, causing hair to break easily. New Pantene Hair Fall Control has been designed with Pro-Vitamin B5 and conditioning actives that work intensively on the hair shaft. These smooth the cuticle, reduce static and friction, and protect hair from damage. Hence, hair will not break easily when combed or styled."

In addition to the newly launched Pantene Hair Fall Control, Pantene is available in six other variants: Pantene Long Black, Smooth & Silky, Volume & Fullness, Balanced Clean, Lively Clean and Anti Dandruff. In keeping with P&G's credo of offering superior value to consumers,

Significant External Endorsements

The Swiss Vitamin Institute (SVI) endorses the Pro-V content in Pantene. New Pantene Hair Fall Control Pro-V B5 Formula helps hair become smooth, silky and shiny and also stronger, more flexible and damage resistant. The Swiss Vitamin Institute (SVI), founded in 1931, maintains a key position in the analysis of vitamins in food, pharmaceuticals and cosmetics. The official control laboratory for vitamins is recognized by the Federal Office of Public Health & the Office of Drug Control in collaboration with the Institute of Biochemistry of Lausanne (CH) University and by most Governments and Control Authorities in Europe and the US.

Andy Uffels, world-renowned hair stylist and Pantene's Global Artistic Director, sees the value of Pantene Hair Fall Control Shampoo in not only promoting stronger hair but also in bringing out hair's true beauty. "Strong hair is beautiful hair. Not only does hair look at its best when strong and healthy, but having strong hair helps us to achieve the style we desire," he said. In fact, Pantene, was recently awarded "Asia's favorite Shampoo" in the Reader's Digest Super Brands Survey.

For more information, please contact:

Shweta Shukla

Procter & Gamble

91 22 2826 7341

Christopher Samuel / Michelle D'Souza / Cheryl Gomes

Madison Public Relations

91 22 2826 6000 Extn. 7154 / 7130 / 2418 7074/6