After a whopping fifteen years in the making, hair giant Pantene has finally launched its Gold Series range designed specifically for textured hair.
Developed by scientists and dermatologists with textured hair themselves (firsthand experience always helps), the six part collection targets deep moisturisation and damage prevention for hair that is natural textured, relaxed or transitioning.
Despite taking their sweet time about it (they do say good things come to those who wait), in an industry that is arguably long overdue in embracing beauty standards that differ from the Euro-centric 'norm', Pantene are one of the first mass market hair brands to provide products aimed solely at women with afro hair types.
And for that, they get a big 2018 thumbs up from us.
The range includes a hydrating Butter Crème; a leave-in conditioning treatment infused with Argan oil designed to protect against damage, whilst also restoring moisture and shine, conditioners, treatments and a shampoo, providing formulations with ingredients that mimic the hair's natural protective network and targets damaged areas of the hair.
We spoke exclusively to Pantene Scientist Rolanda Wilkerson PhD about how Pantene developed products that actually work on textured hair, and why this is such an important move for the industry as a whole...
Why was it so important for Pantene to create a range for textured hair?
'The team of scientists that worked on Pantene Gold Series included black men and women. For the men, they experienced their mothers, daughters and sisters on a constant quest to find products that would meet their hair needs. For the women on the team, they lived it.
'The team embarked on a mission to research what was missing. They researched the technologies that were needed, they did consumer research to understand what was missing in their regimen and they did a full technical assessment to better understand the differences between relaxed, natural and transitioning afro hair compared to Caucasian and Asian hair and how products can impact the hair. The team understood that there was a need so they filled it by developing the Gold Series.'
How are the Gold Series products different to other Pantene products?
'The products in the Gold Series range have higher levels of conditioning than the rest of the Pantene line and were designed to provide higher order moisturisation, detangling benefits and protection of the hair shaft for a hair type that can be more prone to breakage.
'In terms of ingredients, The Gold Series conditioners (Moisture Boost Conditioner and Repairing Mask) feature a new innovative conditioning ingredient that targets the damaged spots on the hair, spreading and covering damaged hair more efficiently. The Hydrating Butter Crème, the Detangling Milk and the Moisture Boost Shampoo have a creamy Argan oil infused formula that delivers moisture and shine and helps defend against damage.'
How have you made sure that these products actually work IRL?
'Pantene began by conducting research in Nigeria and Kenya, working with stylists and their clients. The brand learned what competitive products they used, the gaps of those products, and co-created prototypes with the stylists that they evaluated on their clients' hair. Based on the stylists' and clients' feedback, the brand modified the formulations accordingly.
'Additionally, Pantene conducted a Hair Harvest study to evaluate the surface of afro hair; measuring oxidative damage, level of ingredient deposition, level of physical damage, hydrophilicity, and other hair properties.
'Hair maintenance practices were also evaluated. For example, afro hair strands have an elliptical and twisted shape compared to the oval shape of Caucasian strands. The elliptical structure means hair is more fragile and susceptible to breakage. Additionally, relaxed afro hair took 160 cycles to break under fatigue and tensile tests, whereas virgin afro hair took 5,500 cycles.'
Pantene Gold Series products are available exclusively at Superdrug with prices starting at £4.99. BUY
