‘Beautiful Science’

It was all about “Beautiful Science” when Pantene hosted a lunch at Sala Bistro recently.

Procter & Gamble (P&G) communications manager Deirdre de Padua explained that the Beautiful Science campaign is Pantene’s effort to strengthen the trust of Filipinas by letting the science behind its products shine through. “With their access to technology and information, they are more discerning about the products that they use. Brands have to earn and build the trust that women place on them. Pantene is prepared to step up to the challenge.”

The event, hosted by Issa Litton, previewed the brand’s newest TV commercial, shot without camera tricks or retouching. It features a static generator to prove the importance of intensive conditioning. In the video, hair treated with Pantene Daily Intensive Conditioner stays down, resisting static electricity and staying virtually frizz-free, while more hair not treated with the conditioner brand stands up.

Hairstylist Alex Carbonell talked about the importance of using the right conditioner according to one’s hair type and lifestyle, and debunked myths about hair care. Senior technologist for P&G Hair Care Shean Lim added, “When hair is not damaged, the cuticle or the outer layer of the hair is in place, effectively protecting the inner structure or cortex.”

The conditioner brand is available in three variants for different hair types: Total Damage Care for damaged hair, Aqua Light for fine hair and Color & Perm for chemically-treated hair.

(For more information, search “Pantene #BeautifulScience” on YouTube.)