Procter and Gamble to launch products for ageing hair

Procter and Gamble has announced plans to launch a new line of products aimed at protecting against the effects of ageing on hair.

The company is set to roll out new Pantene offerings for women to counteract age-related changes in the density and diameter of hair, including breakage, split ends, dryness, thinness and dulled colour.

It will also be introducing new Olay Professional anti-ageing products for use on the skin and eyes.

These new debuts come after the company compiled clinical data from more than 1,000 women, which enabled it to develop a new understanding about the biological processes hair undergoes as women grow older.

Pantene principal scientist Emily Overton said: "Understanding what really happens to hair as we age has been a big effort for us at Pantene. We've come to realise that like skin, there is much more to it than just extrinsic hair ageing."

The Pantene brand is one of several high-profile products in Procter and Gamble's portfolio, which also includes big names such as Head and Shoulders and Herbal Essences.