New Year’s resolutions are often centered on making improvements. P&G’s Pantene seems to be doing just that. This month, the hair care brand will launch new, upgraded conditioner formulas in most of its Pantene Pro-V conditioners.
 
The upgraded formulas follow the 2014 rollout of Pantene’s Anti-Oxidant (EDDS) shampoo technology, which helps to prevent oxidative damage. The new conditioner formulas hitting shelves this month have been upgraded with Histidine, a naturally occurring molecule within proteins that can penetrate into the fiber core, deeper than common conditioning ingredients.
 
The notion of incorporating Histidine came from the Pantene Hair Research Institute, established in 2012 by independent hair scientists with senior P&G scientists.
 
“The Pantene Hair Research Institute discovered that even if hair’s surface is undamaged, a weakened core reflects light differently than one that is strong and healthy. This study ultimately revealed that the state of the core directly affects how hair shine is seen by the naked eye,” Rolanda Johnson Wilkerson, Ph.D., Pantene principal scientist, told Happi.com. “Coming out of this research, Pantene screened several ingredients, and found that histidine, a naturally-occurring molecule within proteins, is most effective at penetrating into the fiber core, deeper than common conditioning ingredients. Histidine prevents core weakening by deactivating and removing mineral impurities that cause damage.”
 
In addition, the P&G powerhouse brand is rolling out Pantene Pro-V Full & Strong Collection, which includes a shampoo and conditioner system designed for daily use to help reinforce strands at the core of hair, while leaving hair with natural body and movement. These formulations contain both histidine and EDDS technology.
 
The goal is to rid hair impurities, such as copper minerals. In the shampoo, EDDS fights copper mineral impurities found in wash water, according to P&G. And when paired with Full & Strong Flexible Conditioner, Pantene says users will get even more copper mineral reduction.
 
The new collection also includes the Pantene Pro-V PowerFull Body Booster Spray and Pantene Pro-V Power Up Daily Treatment.
 
The Body Booster is a styling product designed to create all-over body and fullness, while enhancing vibrant shine. It has been formulated to create space between individual hair fibers, thus creating an overall fuller appearance The Daily Treatment—which is an intense moisturizing treatment that renews hair’s surface by helping to seal damaged cuticles to leave hair healthy and strong—is versatile enough to use all over, or can be targeted the areas that need it most.
 
This new collection beefs up an already impressive line of Pantene Pro-V options, 23 collections in all, according to the firm. These include options that range from volume-enhancing to heat protection to curl and color formulations to anti-aging.