Ever thought that colouring and perming your hair is an immediate hair death sentence? Do you think that getting colour and curls that do not fade or lose their luster after just one month is an impossible reality?

Based on the latest proteomics research findings, Pantene has made a groundbreaking discovery: the reason behind your fading colour and curls is damage, damage, damage! In fact, when hair isn’t damaged, colour and curls last longer!

Based on this damage discovery, the haircare giant has designed the new Colour & Perm Lasting Care regimen that targets hair health by enriching its signature Pro-V system with the all-new Liquid Crystal Shampoo System*. Unlike conventional reactive solutions to damaged hair from colour and perm, Pantene’s Pro-V Colour & Perm Lasting Care helps women achieve their desired multi-dimensional colour and buoyant curls for up to six weeks, without compromising their hair’s health.



Pantene’s Pro-V Colour & Perm Lasting Care

Based on the latest proteomics research, Pantene has found that hair gets damaged each time it goes through deep chemical treatments such as colouring and perming, due to a loss of moisture and the depletion of hair’s natural protective F-layer. While colour chemicals force hair cuticles open to absorb the colour pigments, perming chemicals penetrate through the cuticles, breaking the hair protein bonding at the same time. With such damage to its fundamental structure, hair loses increasing amounts of colour pigments and disulphate bonds that retain the shape of a perm – this manifests in colour that fades and curls that lose its resilience.

Microscopic photo of hair surface healthy vs damaged hair

In order to help counter all the damage that colour and perm treatments inflict onto hair’s fundamental structure, Pantene’s Colour & Perm Lasting Care range is designed with a high repair effect - the Liquid Crystals Shampoo System present in the new formulation forms a thin film around each hair fibre, acting as a pseudo F-layer. The incorporation of unique conditioning actives also results in the fibres’ hydrophobicity or resistance against water, which helps to prevent leakage of colour pigments and protects loose disulphate bonds from external damage.



Mechanism of Action: Pantene’s liquid crystal shampoo system helps re-build the lost hydrophobic protective layer.

With the three-step regime of Pro-V Colour & Perm Lasting Care Shampoo, Conditioner and Daily Intensive Conditioner, fresh colour and curls now last longer because of the unique conditioning formula for enhanced nourishment and protection. For severe chemically damaged hair, the Colour & Perm Lasting Care Intensive Hair Mask helps to offer deep repair for longer retaining colour and perm.

Pantene’s Pro-V Lasting Care 6-Week Colour Protect Treatment Program is a specially designed six-week colour protect treatment program that helps to retain that rich, multi-dimensional colour and lustrous curls for up to six weeks. The Colour Perm Lasting Care 6-Week Color Protect Treatment Program works through four essential components – core chassis, durable conditioning active, durability enhancement active and deposition enhancement active – all of which provide conditioning benefits that help to ensure an even deposition around the hair fibre, so that colour and curls are durable and retainable despite shampooing.

The result? Healthy, beautiful hair with fresh colour and curls that last for longer cycles, up to six weeks at a time!

“Pantene has revolutionized the haircare industry by identifying hair health as the core reason behind problems of fading colour and curls, instead of what consumers perceive are problems related to their hair condition,” said Dr. Sattur, member of the Pantene Hair Research Alliance.

“This will rightfully shift women’s focus to finding the best all-round hair care regimen that delivers rich colour along with healthy hair.”

Pro-V: The Secret to Long Lasting Hair Health

For all your other hair concerns, Pantene’s Pro-V systems target the root of the problem – repairing damage at its core and restoring beauty from within**.

Protein makes up a major component of the hair structure but this protein gets stripped away as our hair experiences damage. To address protein loss caused by damage, the newly upgraded Pantene Total Damage Care contains three times more condensed protein formula* to help fortify and protect your damaged hair.

Say goodbye to flat or unruly hair with the Pantene Silky Smooth Care regimen, which features a unique moisture balance formula that helps lock in essential moisture and shuts out excess humidity, keeping hair soft and smooth all day long.

Exposure to daily wear and tear such as styling or even combing one’s hair can take a toll on hair, causing breakage. Pantene Hair Fall Control is designed to strengthen hair strands from the root to the tip, repairing the weakest parts of one’s hair and promising protection against hair breakage up to 100 strokes of combing.

Enriched with an innovative Cassia Complex, Pantene Nature Care nourishes and repairs hair through enhancing the deposition of conditioning actives to heal and strengthen hair from within