The poor quality of regional tap water may be to blame for your hair’s lackluster appearance, but Pantene’s newly reformulated ‘Pro-V’ products could be the answer to all your hair woes. The Pantene Hair Institute conducted extensive research into the potential and unforeseen problems of using tap water to rinse hair and found a surprising number of excessive mineral impurities present in their tests. Copper is the primary culprit, which can weaken the hair cuticle over time, leading to flyaways, dullness, and split ends. Rinsing hair with purified water can be an expensive solution to the problem, which is why Pantene worked to improve the formula of its ‘Pro-V’ line in order to combat the damage of copper from tap water.
Copper cannot be simply washed out of hair, because hair acts like a sponge, absorbing the mineral, so Pantene’s breakthrough solution, called EDDS technology, acts as a damage blocker to shield the hair from copper. The Associate Director in Scientific Communications for The Procter & Gamble Company, Dr. Steve Shiel, broke down the science behind the use of EDDS, stating, “Our study proves that, during the first wash, Pantene’s shampoos with EDDS begin working to address hair’s copper levels while revealing the natural beauty of each fiber. With continued use, copper-induced oxidative stress declines, protein preservation improves, reinforcing EDDS as an effective solution to prevent damage caused by copper in water.”
This sounds promising, but what were the results when tested by actual beauty experts? World-renowned makeup artist and beauty expert Huda Kattan shared the following, “After you wash your hair, you can instantly feel a change in its texture; it just feels hard and dry. I know that the quality and purity of water is a huge reason for that, which is why I absolutely love this new shampoo from Pantene! Finally, I can forget about using bottled water to rinse my hair!” TV personality Diala Makki, who recently shared her beauty routine with Savoir Flair, added, “Pantene shampoos with Damage Blockers give me the beautiful and healthy hair I’ve been craving! Even if I wash my hair every day, tap water no longer stands in the way of achieving a flowing, beautiful style.”
Armed with the newly reformulated and affordable shampoo, conditioner, and oil replacement by Pantene ‘Pro-V’, you’re on your way to a healthier, more luxurious head of hair, without the headache.
Pantene ‘Pro-V’ products are available at all leading supermarkets.