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Take a Closer Look at 3 Exciting Behind-the Scenes Innovations

Advances in hair color, animal testing alternatives and sustainability
Friday, January 31, 2014 12:37 pm EST

At P&G, we’re committed to being the most innovative company in our industry, making meaningful improvements that make your everyday life better.

While many of the innovations we bring to you are plain to see in the products you buy, these three aren’t quite so visible—yet they all have far-reaching benefits that will help us touch and improve more lives.

ME+ Molecule

A tiny molecule called ME+ (chemical name: 2-Methoxymethyl-p-Phenylenediamine) is promising to transform hair coloring as we know it.

As the first breakthrough advance in hair dye technology in 100 years, ME+ delivers the full performance and selection of permanent hair color while reducing the risk of developing allergy.*

Allergic reactions to hair dyes are rare, but can be severe. Allergies and skin sensitivities are among the top client concerns for hair dressers.

The hair dye molecule pPD, first introduced more than a century ago—and its derivative pTD—are essential for the brilliant color the vast majority of today´s permanent hair colorants deliver. But they're also known to be the most common triggers of allergic reactions to hair dyes.

William P. Gipson, Sr. Vice President, R&D Global Hair Care, Color and Salon Professional explains: “Using the latest advancements in research and modeling techniques, we were able to alter the molecular structure of pPD, and turn it into ME+ to combine outstanding color performance and reduce the risk of allergy.”

Colorists, hairdressers and technical experts who have tested ME+ have confirmed its full permanent color performance including long lasting grey coverage and color intensity.

Adil Mehboob-Khan, President of Wella, the Salon Professional division of P&G said, “We are bringing the proven benefits of ME+ to the hair dye market and offering people around the world the choice of this breakthrough new technology with the launch of a new salon professional hair color line, Koleston Perfect Innosense.”

For more info on ME+, contact Dr. Rene Rust (P&G Scientific Communications): rust.rc@pg.com.

DPRA: A Milestone in Overcoming the Need for Animal Testing

Over the years, we've made significant progress in developing non-animal alternative methods. This is the only way to overcome the need for animal testing globally, which is our ultimate goal.

In December 2013, we reached another key milestone. Our Direct Peptide Reactivity Assay (DPRA) became the first alternative method for skin allergy testing approved by the key European authority.

Skin allergy is one of the main safety questions, relevant for virtually all products and ingredients, so the value of the DPRA for the entire industry can't be overstated.

Developing an alternative method—from the initial idea to acceptance through authorities—can be a long and challenging process. But Dr. G. Frank Gerberick, Research Fellow at P&G, who devised the idea for the DPRA more than 10 years ago, has worked tirelessly with his team and other experts in academia and industry to make it a global standard.

“Combined with other alternatives," Dr. Gerberick said, "We hope that the DPRA soon will allow regulators to accept allergy safety assessments based on alternatives only.”

We already use the DPRA globally, and will continue working with regulators around the world on the acceptance of alternative methods, including the new DPRA.

Nil-P: When Actions—and Science—Speak Louder than Words to Eliminate Phosphates

We believe that innovation is the key to making more sustainable products without sacrificing superior performance. One example: our plan to eliminate phosphates from all of our laundry detergents globally within the next 24 months.

We’ve been gradually reducing our use of phosphates in fabric care products over the years. By the time these final laundry reformulations are fully implemented, we will have eliminated close to half a million metric tons per year, compared to our peak consumption in 2005.

Our President of Global Fabric and Home Care, Gianni Ciserani, said,“We believe that action speaks louder than words in the area of sustainability. Through hard work and commitment, we are continuously innovating to make it easier to care for the world on wash day.This is just the start of a series of solutions we are developing to make it easier for people to make a small change that can have a positive impact on our world—for a cleaner today and a brighter tomorrow.”

Whether visible or invisible, products or processes, innovation can take many forms at P&G. But we work hard to ensure that each of these advancements achieves the same end: touching lives and improving life—now and for generations to come.

*Although the risk of developing allergy is reduced, there remains a risk of allergic reaction that can be severe. Always perform an Allergy Alert Test 48h before each coloration. Strictly follow safety instructions and consult www.wella.com/innosense. If you have ever experienced an allergic reaction to hair colorants, you should not color. ME+ is present in Pure Naturals, Rich Naturals, and Deep Browns of the Koleston Perfect Innosense brand. 

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