Courteney Cox and Hair Aging

Timeless beauty, Courteney Cox, signs on as Pantene Ambassador for new AgeDefy and Advanced+ Keratin Repair product lines.

As a pioneer of hair health research, Pantene continues to break ground with the introduction of the new Pantene Expert Collection, a premium offering of products that helps meet the needs of women’s most demanding hair issues. Addressing the needs of both aging hair and extreme hair damage, the Expert Collection brings two new premium hair care lines to Pantene: AgeDefy and Advanced+ Keratin Repair. Designed for women who prefer an elevated level of care, the products utilize Pantene’s most advanced technologies and help women experience healthy hair with luster, bounce, and damage repair.

Beginning in October 2012, raven-haired beauty Courteney Cox will appear in elements of the brand’s holistic marketing campaign, including TV and print advertising, in-store displays, digital, public relations and iMedia.

“The new Expert Collection marks an important milestone for Pantene, presenting 10 years of cutting-edge research with expert results,” says Kevin Crociata, Marketing Director of North American Hair Care at Procter & Gamble. “With our most advanced technologies and ingredients, the Expert Collection will give women whose hair has seen it all, done it all and tried it all, a newfound love for their hair.”

Courteney Cox hair
(Photo: Business Wire)

Crociata continues, “With such an important launch for Pantene on the horizon, we needed a brand ambassador who could represent beauty at any age, and someone who could really speak to the needs of women experiencing hair aging and extreme hair damage. When we started speaking with actress Courteney Cox, she shared that she was experiencing many of the issues the Expert Collection addresses. We knew instantly that we wanted to work with her – all women can identify with her warm and open personality, and willingness to share her honest opinions on beauty and aging.”

“My hair has gone through so many transformations – from super-short to a layered shag to long, beachy waves. One transformation that I was not expecting was how my hair was changing as I got older. My hair was starting to get dry, brittle, and thinner. With these hair changes, and the constant styling of my hair on set and for the red carpet, I was really starting to see the aging and damage,” says Cox. “When I started using Pantene AgeDefy, I instantly noticed a difference – it really has turned back the clock with my hair. Then I tried Advanced+ Keratin Repair – my hair feels so much smoother and more manageable – my hair stylist is raving about the positive changes to my hair!”


In your 40s and beyond, hair appears thinner through loss of density, diameter and damage that leads to breakage. The new Pantene AgeDefy line (AgeDefy shampoo and conditioner, and Advanced Thickening Treatment) works together to help hair act up to 10 years younger by thickening existing hair strands. The products combat both the intrinsic (hair below the scalp and linked to chronological age) and extrinsic (hair above the scalp and independent of age) symptoms of aging. The line, featuring a Shampoo, Conditioner, Masque and Thickening Treatment, has product options to counteract seven signs of hair’s aging: 1. Breakage; 2. Split ends; 3. Frizz; 4. Unruly grays; 5. Lackluster color; 6. Thin look; 7. Dryness, ultimately, building thickness, bounce and shine into every strand.

Hair thinning is a prevalent problem among women and one of the signs of aging hair. Therefore, Pantene’s new AgeDefy Advanced Thickening Treatment was the catalyst for the creation of the full AgeDefy line. In collaboration with Olay Scientists, Pantene Scientists discovered that a unique and precise combination of trusted anti-aging skin ingredients – caffeine niacinamide and panthenol can impact hair. This discovery led to the development of the Thickening Treatment, which thickens existing fibers, so it’s as if up to 6,500 hair strands have been added.

After more than 10 years of research in partnership with Olay anti-aging experts, advanced product development, laboratory tests, patient trials and stylist testing, women finally have a line of products to help their hair drop a decade.