Last month we announced the arrival of the Pantene Gold Series to UK shores, and today we unveil a stunning new visual from the brand to commemorate its arrival. Fifteen years in the making, the Gold Series is a premium looking, yet affordable range of six products from the iconic brand that is designed specifically for black women across the board, whether hair is relaxed, natural or transitioning. Products are formulated with innovative technology, including Pro-V Nutrient Blends, which provides both deep moisturisation and damage prevention. What makes this range particularly exciting is it was conducted by a group of black scientists and dermatologists, spearheaded by renowned scientist Dr Rolanda Wilkerson. Additionally, the research and development took place in the USA, Africa and South Africa, which enabled the team to get an in-depth and nuanced understanding of the very specific needs of Afro hair. After 10 years of trial and error – The Pantene research team struck GOLD!
To celebrate the launch of Gold Series in the UK, the brand have worked with industry experts to create this video, inspired by the beauty, complexity, and iconography of Afro hair that lead to the creation of Gold Series.
We had the pleasure of speaking to Dr Rolanda Wilkerson to learn more about the creation and implementation of this game-changing range.
The Pantene Gold Series range took 15 years to develop, was this a deliberate time scale or did it simply take longer to produce than expected?
The collection includes technologies that have been in development for the past 15 years, after receiving numerous requests from consumers. Pantene always wants to ensure that their products are of the highest quality; therefore, the Gold Series collection has undergone numerous quality trials and tests over the years to ensure the products are of a high standard.
What specific needs did you want to cater to when creating the brand, did you spot any gaps in the current hair product market?
The developers wanted to create a collection of products that truly met the needs of women with relaxed, natural and transitioning hair, while enabling them to proactively enhance their hair health. These products mirror the hair’s natural moisturisers and deliver the hydration hair craves, and where it needs it the most.
Separate from other collections and competitive products, Gold Series has been designed and tested on relaxed, natural and transitioning hair. In many cases there is just a natural line or a relaxed line, whereas the technology in Gold Series products caters to different hair states. For example, the Gold Series Moisture Boost Shampoo contains Pantene’s new breakthrough shampoo technology, which delivers anti-oxidants and active lipid nutrients, – which is unavailable in other haircare products for afro hair. Traditional shampoos often provide minimal conditioning benefits to the hair and do not provide an optimal hair feel.
During the creation of the products, you researched the product on black women across the African Diaspora. Why was this important for you to do so?
Afro hair types vary by curl pattern/texture and women with afro hair live all over the world, but are more populated in Brazil, US and Africa. The research was inclusive of women in these areas firstly, to learn more about the uniqueness of the hair textures globally, secondly, to further understand habits and practices, and finally, to develop and launch products that are best-in-class for women in these regions of the world.
Would you say all products in the range are suited to all textures of Afro hair, or are there some products that are more compatible with a particular texture i.e. the Butter-Crème is more suitable for thicker, coily hair textures?
There are products in the line-up that address the needs for the range of textures across relaxed, natural and transitioning hair. For women who have hair that craves moisturisation, the Butter-Crème is suitable for them. For women who want to care for their natural curls with a product that can deliver moisture, shine and help to define their curls, the Curl Defining Pudding is for them. The intense hydrating oil is beneficial for women with fine hair who want shine and hydration without weigh down. It is also beneficial for women who have thick curly hair- providing shine and hydration. The underlying need for African ancestry hair whether straight, natural or relaxed is moisturisation due to the natural state of the hair. It is inherently more prone to breakage and dryness because of the natural curl pattern with uplifted cuticles at each curl. The Pantene Gold Series line has products in the lineup that addresses the need and caters to all textures of Afro hair- thick, fine, curly, straight, coily, etc.
Pantene’s Gold Series is available to purchase from Superdrug and Superdrug.com