P&G expands Pantene portfolio with new Expert Collection hair care lines

CINCINNATI — Procter & Gamble has introduced its Pantene Expert Collection, which addresses 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. The products utilize Pantene’s most advanced technologies and promise to help women experience healthy-looking hair with luster, bounce and damage repair.



Beginning in February 2013, actress 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,” stated 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.”



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.