By  on September 15, 2011

Nioxin is launching a new leave-in thickening treatment, Diamax, one that Procter & Gamble Co. executives said yields immediate results in increasing hair diameter.

Reuben Carranza, chief executive officer of P&G Salon Professional, said Diamax uses a technology called HTX, a combination of four ingredients that while not unique to beauty when used together, give the perception of thicker, fuller hair. The kicker is that since Diamax is designed to work on the very first use, P&G sees it as a door opener for stylists to begin conversations about thinning hair with salon clients, a subject that is often taboo.

“One of the things is you can see the effects after first usage, which is an important indicator in the salon. We want stylists to do first application in the salon so it can become a part of one’s daily hair routine, along with a three-part Nioxin system. It fits into the routine and she feels like she is using a beauty product,” said Carranza.

According to Dr. Frauke Neuser, who helped formulate the product, HTX consists of four key ingredients: caffeine, which in hair care has been found to increase hair growth and the production of hair in the hair follicle; panthenol, for moisture retention; niacinimide, to improve moisture barrier function, and dimethicone, a silicone that forms a barrier on hair.

“We screened some ingredient combinations and were surprised it happened to give the efficacy of the overall complex,” said Neuser.

Hair thinning afflicts three out of four people, said P&G, and while the typical person loses between 50 and 100 strands of hair a day, if hair fiber shrinks or loses its diameter as little as 5 percent, a person could appear to lose 5,000 strands of hair over time.

The Nioxin brand was overhauled in May and was tightened from eight to six items. Conditioning formulas were improved upon by tapping into P&G technology. Nioxin is now available in approximately 15,000 salons in the U.S. and in 2,500 salons in Canada.

Diamax can be used on dry or wet hair, and is designed to be worked into roots and scalp. The product, which will be carried in salons for home use, will be available nationwide in January. It will retail for $50.

Carranza said Diamax received accreditation from external independent testing branch, North American Hair Research Society, a group comprised of dermatologists, scientists and industry experts related to hair biology, in relation to its claim that the product thickens each hair strand. A seal has been put on each package of Diamax.

A grass roots digital platform will target and make available $1 million worth of Diamax to consumers with thinning issues in December. The online sweepstakes will have salon clients provide information on which salon they frequent in return for a free sample of Diamax. P&G can then use the data to target possible customers, as well as regional information on thinning hair.

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