JANUARY 28 HAIR CARE   

Cosmo Beauty Crush Award: Pantene 3-Minute Miracle

YOUR HAIR MIRACLE IS HERE Pantene’s NEW 3 Minute Miracle Conditioner Smootherns up to 3 Months of Damage in Just 3 Minutes

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Pantene has developed a model that breaks down conditioner performance into distinctive and measurable attributes, allowing for more focused approach towards product development.

This research was used to develop the ALL NEW 3 Minute Miracle Conditioner with a SMART Targeted formula. This SMART Targeted Formula helps to improve conditioner performance in 2 ways:

• Targeted deposition – increased level of dry conditioning ingredient delivers optimized performance

a. This consists of the highest ever level of advanced Terminal Amino-Silicone (TAS) ingredient, one of the latest generation of silicones. b. TAS has higher affinity to hair because of amino groups on the both ends of Silicone block compared to regular type of Silicone (PDMS). TAS deposits on hair more effectively especially on damaged area and delivers superior smoothness vs. regular PDMS. c. This means highest deposition of repairing ingredients in areas of physical damage, resulting in a better repair effect. d. And better protection, because of a more uniform deposition of a protective layer on the hair surface.

• Magnetic Attraction – deliver superior wet clean feel while keeping wet conditioning because of counter ion change of cationic surfactant (BTMS), that helps recover hair’s protective layer

a. Damaged hair loses its protective layer and become negatively charged. Hydrophobic cationic surfactant helps to recover hair’s protective layer. b. BTMS neutralizes negative charges so that it has a stronger attraction to hair and damaged areas than before. c. Because it is more similar to natural hair structure, this results in a better feel and protection, meaning higher smoothness and damage barrier

With the NEW 3 Minute Miracle Conditioner, Pantene has also upgraded its signature fragrance. Inspired by the popular red fruits trend, the new olfactive fragrance from Pantene is refreshing and contemporary, embodying the essence of the Pantene brand image. Centered on a fresh wild strawberry and raspberry accord, the fragrance is enveloped in a floral, creamy, musky heart, and underscored with warm vanilla.

The NEW 3 Minute Miracle Conditioner helps smoothens 3 months of damage in just 3 minutes! In fact, when compared to key competitors tested, Pantene system, with the NEW conditioner formula, delivered superior performance, on following attributes: (Reference: PH Consumer Test, Base size-300, February 2013)

Refer to list below: • Overall conditioning performance as system • Overall fragrance as a system The NEW formulation also wins in the following: • Leaves hair feeling clean, not greasy when wet after rinsing off conditioner • Easy to remove tangles from wet hair after wash • Hair dries more quickly during drying process after wash • Leaves hair feeling clean and refreshing when dry • Easy to run fingers/comb through hair when dry • Leaves hair looking shiny when dry • Hair flows freely when dry • Hair is easy to style • Hair has body/fullness • Maintains hair style even under high humidity • Makes hair tips look healthier • Improves hair health • Helps to repair hair damage • Prevents hair breakage • Leaves hair moisturized • Prevents split ends • Protects hair from future damage


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