Aquacurrent Science Press Release
Media Contact:
DeVries Public Relations
Courtney McGeever
212.891.0216
cmcgeever@devries-pr.com
P&G Beauty Unveils Aquacurrent Science
New Approach to Moisturization Provides Beauty Benefits from Head to Toe
CINCINNATI, OH (March 18, 2008) (NYSE: PG) - P&G Beauty, a global leader in the beauty industry, today launched a portfolio of products with Aquacurrent Science across its CoverGirl®, Olay®, Pantene® and Secret® beauty brands. Aquacurrent Science is an approach to moisturization that uses an expanded portfolio of knowledge and measurements to guide optimization of moisture movement within skin and hair. Products informed by Aquacurrent Science offer formulations that work with the natural properties of water to help control the movement of moisture where it's needed for optimal beauty benefits.
"P&G Beauty's goal is to illuminate beauty through the use of cutting edge science and innovations via our portfolio of beauty brands," explained Francine Gingras, External Relations Beauty Director. "Our most recent products approach moisturization using our advanced knowledge which included macro trend insights about the future potential of channeling water, external Noble Prize-winning research and P&G Beauty technology and innovation."
Aquacurrent Science was inspired in part by the Nobel Prize-winning discovery of Aquaporins, proteins that actively channel a variety of molecules, principally water, through the human body's 100 thousand million cells. Rather than just locking in water, this discovery suggests that it is also important for skin to release and channel it. Scientists have found that these special aquaporin micro-channels are actually fundamental in moving water through skin cells to help skin maintain a healthy moisture balance. With this understanding of the role of water in the skin, P&G Beauty scientists now have a new level of insight into the mechanisms of moisture movement to achieve optimal moisture balance in the personal hydrosphere.
CoverGirl, Olay, Pantene and Secret each feature products that apply P&G Beauty's Aquacurrent Science through a range of proprietary ingredients and effective delivery systems to provide tangible beauty benefits.
Aquacurrent Science Applied to Skin Care
The Aquacurrent Science approach to skin care aims to fortify skin with formulas that help achieve optimal moisture balance. This approach works with skin's natural hydration management system to strengthen its barrier structure and appearance through optimal hydration.
For example, P&G Beauty scientists determined that moisturizers containing niacinamide were highly effective in increasing water concentration in the stratum corneum resulting in greater skin moisture everywhere it's needed.
Olay offers five products with Aquacurrent Science. They include:
- Regenerist Reversal Foaming Moisturizer
- Regenerist Deep Hydrating Mousse Cleanser
- Quench Deep Moisture Body Lotion & Mousse
- Olay Ribbons Body Wash
P&G Beauty has also applied Aquacurrent Science to delicate underarm skin, where conventionally all moisture was viewed as the enemy. Secret Flawless Touch with Olay, informed by Aquacurrent Science, channels enrichments where they are needed most for optimal moisture balance and a formulation that provides strong antiperspirant/deodorant properties.
Aquacurrent Science Applied to Cosmetics
CoverGirl products inspired by Aquacurrent Science provide women with more holistic beauty benefits - achieving moisture balance while covering imperfections and evening out skin tone - by helping to direct moisture to the skin's surface for noticeably better looking skin. CoverGirl products inspired by Aquacurrent Science can be used alone or in combination. CoverGirl offers five products utilizing Aquacurrent Science:
- AquaSmooth Compact Make-up
- Smoothers All Day Hydrating Make-up
- Smoothers Tinted Moisturizer
- Smoothers Pressed Powder
- Smoothers Concealer
Aquacurrent Science Applied to Hair Care
The key to Aquacurrent Science as it applies to hair is in understanding that adding water does NOT alone mean moisturizing hair, rather managing the water content is the benefit. P&G Beauty scientists understand a balance must be achieved in regulating water movement in and out of the hair shaft while providing moisture via conditioning ingredients when hair is both wet and dry.
Pantene Pro-V Beautiful Lengths Shampoo and Conditioner System with Aquacurrent Science helps regulate the flow of water in and out of the hair fiber when its protective outer layer has been compromised. The new Pantene Pro-V Beautiful Lengths system creates a moisture management membrane and helps make hair up to 10 times stronger against breakage so that it can grow longer (vs. non-conditioning shampoo).
When hair is wet it swells up leaving it very fragile and more susceptible to breaking. Once the hair is dry it becomes susceptible to the negative affects from high humidity levels so not only does the hair style get ruined, but it swells up to become more prone to breakage. The Pantene Pro-V Beautiful Lengths system helps control the rate at which moistures moves in and out of the hair and helps prevent breakage from styling. The system works in two parts; wet conditioning as moisture balance for wet hair, and dry conditioning as moisture balance for dry hair.
The complete Aquacurrent Science portfolio of products will be available in August of 2008 at food, drug and mass retailers nationwide. Additional information on the application of Aquacurrent Science across CoverGirl, Olay, Pantene and Secret, manufacturer's suggested pricing and individual product information are available upon request.
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About P&G Beauty [NYSE:PG]
P&G Beauty products help make beauty dreams real and grooming enjoyable everyday for millions of women and men worldwide. With more than 100 brands available in nearly 130 countries, P&G Beauty delivered sales of more than $22 billion in fiscal year 2006/07, making it a leading global beauty company. P&G Beauty offers trusted brands with leading technology to meet the full complement of beauty and grooming needs, including Pantene®, Olay®, Head and Shoulders®, Max Factor®, Cover Girl®, DDF®, Sassoon Professional®, Wellaflex®, Rejoice®, Sebastian Professional®, Herbal Essences®, Koleston®, Clairol Professional®, Nice 'n Easy®, Braun®, Venus®, Gillette®, SK-II®, Wella Professionals®, Christina Aguilera fragrance, Escada®, Hugo®, Boss® and Lacoste® fragrances. Please visit http://www.pg.com for the latest news and in-depth information about P&G (NYSE: PG) and its brands.