Allure Beauty Breakthroughs Featuring's Review of Pantene Pro-V Hair Solutions

Allure Magazine October Cover Beauty Breakthroughs 2010 Blake Lively

pantene pro-v customized solutions flat to volume smooth to frizzy

Allure Beauty Breakthrough Hair Product: Pantene Pro-V Fine Hair Solutions Flat to Volume Shampoo and Medium-Thick Hair Solutions Frizzy to Smooth Shampoo

For a product with a simple purpose, shampoo can seem awfully complicated. There’s the whole hair type decision, and then you have to parse the labels to find one that promises to build body, obliterate frizz, repair damage, or whatever your hair fantasy is.

Pantene has devised a new way to categorize products that actually results in better-looking hair. The key factor, they found, is hair structure. After doing hundreds of technical tests, Pantene discovered that 98 percent of women fall into one of four groups: fine, medium-thick, curly, or color-treated hair. They did tests on 20,000 women and tried over 600 prototype formulas, creating two shampoos with new polymers in the process of reformulating many of their products.

How They Work:

The Pantene research revealed that fine hair tends to be fragile, flexible, straight, and protein-deprived (it contains 50 percent less protein than thick hair). Because it needs stronger cleansers, scientists introduced an ingredient that
hadn’t been used in hair care before, HPM Cellulose, that boosts the Flat to Volume Shampoo’s cleaning power without stripping hair. “The polymer helps the shampoo interact better with dirt and oil on hair’s surface so that it can easily be removed,” says Jeni Thomas, a Pantene senior scientist. Medium-thick hair absorbs 40
percent more moisture, which makes it more inclined to frizz and break. The other new ingredient, Triquat-76, was invented by Pantene and is the key ingredient in Frizzy to Smooth Shampoo: It holds wet and dry conditioners on the strands in a netlike structure, which smooths the cuticle and protects hair against humidity.

What an Expert Says:

Cosmetic chemist and founder of, Ron Robinson examined Pantene’s data and believes that the new molecules are particularly exciting: “For fine hair, HPM Cellulose shows a 20 percent increase in soil removal compared to Pantene’s old formulas. And the conditioning agent in the medium-thick formula, Triquat-76, works extremely well on that specific structure.”

See our editorial review of the entire Pantene Pro-V Customized Solutions line here.

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