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The Proctor & Gamble (P&G) Pakistan on Thursday announced the launch of its new Pantene Anti-Hair Fall shampoo. The new technology is designed to reduce up to 50 percent hair fall due to breakage. Announcing the launch of the new variant, P&G Pakistan Associate Marketing Director Tahir Malik reiterated the company's commitment to improving the lives of Pakistani consumers.
He emphasised that the new Pantene shampoo was evidence of the fact that P&G believed in constant innovation, as a leader in hair care, and expressed his gratitude to the beauticians of Pakistan for their interest and support.
Pakistan Hairdressers and Beauticians Association (PHABA) President Ruhana Iqbal Khan expressed her complete satisfaction in the new technology, saying that hair breakage was a problem faced by many of their salon customers. Pantene Anti Hair Fall will help them in giving their customers strong and healthy hair.
P&G Pakistan Assistant Brand Manager Runaas Daheem described the breakthrough concept in hair-care via a short presentation. He explained that hair and its structure deteriorates during everyday activities even those as simple as hair brushing. This deterioration, which includes roughening of the surface, makes hair more prone to snagging and breaking. The result is stronger hair more resistant to breakage.
Dr Seema Hirji, consultant dermatologist and cosmetologist, explained the cause of hair fall, one of which is breakage due to every day activities. She explained why hair breaks and outlined contributing factors. She also talked about how this issue can be controlled through use of proper shampoo and conditioner, as this can strengthen hair while smoothening the cuticle (hair surface), thus making it resistant to damage. There is extensive scientific testing which proves this, she added. The company has one of the latest and strongest portfolios of trusted and quality brands. The P&G community consists of nearly 98,000 employees working in almost 80 countries world-wide.

Copyright Business Recorder, 2005

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