A company release informs that the product reduces hair fall due to breakage by up to 50 per cent within two months. Model and actress Katrina Kaif launched the product. She said, “The beauty of a woman is in her hair. You may think that models and actresses lead glamorous lives and have no beauty concerns, but at the end of the day, we are equally concerned about the state of our hair. The fear of losing hair can be quite worrisome. I welcome New Pantene Hair Fall Control on behalf of all of India’s beautiful women and am sure that it will take care of our biggest hair concern.”

The release adds that qualitative consumer research conducted by P&G in Asian countries including India, Indonesia, Philippines, Thailand, Malaysia, Singapore and Vietnam indicated that women notice hair fall on their brush, wash basin and pillow. Hair fall apparently makes women feel emotionally insecure.

Pantene was recently awarded Asia’s favourite shampoo in the Reader’s Digest Super Brands Survey.