Monday, April 8, 2013

P&G's Brazil Launch of "Age Defy"

I was extremely honored to take part in Procter & Gamble's South American launch last week (in Sao Paulo, Brazil) of its new Pantene Expert Collection (including the new Age Defy product line). The launch event was well-handled and even included a photo call with supermodel Gisele Bundchen.

I helped conduct the early consumer testing for the Age Defy line, and it's extremely promising for women with noticeable signs of aging hair. The Thickening Treatment, which is part of this line, has been clinically demonstrated to add thickness to each individual hair fiber, helping to reduce the appearance of "thinning." When used as a complete regimen, the Age Defy line addresses a number of other signs of aging (breakage, split ends, frizz, gray hair, dryness and lackluster color) to make hair look 10 years younger.

The European launch event is next month - I'll be sure to include an update on this blog.


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