The latest hair products are backed by serious chemistry. But can they really banish bad hair days?
Science just keeps making life easier: Aside from being able to record a TV program from your cellphone and have your car read your emails to you, according to recent claims from various companies, you may never have to experience a bad hair day again. Using the latest techology, hair-care experts are turning into lab geeks, coming up with new ways to shampoo, style and colour with innovative products that seem to be all about beauty and brains. And, despite all the complicated science and high-end tests—typically the stuff of luxe brands—there isn’t always a big price tag behind these new formulas.
Take Pantene’s new Pro-V collection. The 60-plus-yearold brand has made some major scientific breakthroughs to take its original line of budget-friendly shampoos, conditioners and styling products into the 21st century.
Back in 2004, Pantene researchers conducted a study using an atomic-force microscope (a highpowered tool used by NASA to study Mars) and, according to Dr. Jeni Thomas, senior scientist for Procter & Gamble Beauty, “a few lightbulbs went off.” The new technology revealed things about hair fibres that the scientists hadn’t known before. For example, fine hair has 50 percent less protein than thicker hair, which is why it tends to be much straighter, falls flat and has difficulty catching ingredients, explains Thomas. Thicker hair, with twice as many cells, can absorb more moisture, which explains “the frizzies.” Their discoveries led to the creation of a new collection— available on shelves June 1—designed for four major hair types: Fine, Medium-Thick, Curly and Colour. Within each category, products are tailored to specific purposes, such as Flat to Volume, Dry to Moisturized, Frizzies to Smooth and Curls to Straight.
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