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Ageless Tresses—Building the Complete Anti-aging Hair Care Line

By: Kathleen Maurer
Posted: November 30, 2011, from the December 2011 issue of GCI Magazine.

page 4 of 4

Sun, wind and heat can take a major toll on hair in the course of a lifetime, causing it to become brittle and prone to split ends. A great leave-in treatment can help restore hair to its natural shine, moisture and body while smoothing and controlling unbecoming frizz. One key addition to any leave-in treatment is panthenol, a provitamin of B5 that works as a humectant, emollient and moisturizer. It’s also the precursor of pantothenic acid, which is a natural component of hair, and helps the treatment get to the root of the damage.

A line of products designed for mature hair can only mean success for a beauty brand—but only when they include the right product mix and the right ingredients. The baby boomers will quickly see through products that overpromise and underdeliver; as always, product effectiveness is key to a line that will keep mature consumers coming back for more.

Kathleen Maurer is the senior marketing manager for DSM Nutritional Products, LLC.