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P&G Technical Innovation Leads To Safer Hair Dyes

January 31, 2014: 12:00 AM EST
P&G says one of its technological innovations will have “far-reaching benefits” for consumers of hair coloring products. The ME+ molecule is an advancement that reduces the risk of severe allergic reactions to hair dyes. According to the company, its research and modeling techniques led to an alteration in the molecular structure of the long-used pPD molecule to become the ME+ molecule, combining color performance and reduction in the risk of allergy. Colorists, hairdressers and technical experts who have tested ME+ say it provides permanent gray coverage and color intensity.
"Take a Closer Look at 3 Exciting Behind-the Scenes Innovations", News release, Procter & Gamble, January 31, 2014, © Procter & Gamble
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