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New range formulated with apricot oil and green tea includes root and scalp treatments.
By: Christine Esposito
February 25, 2022
Procter & Gamble’s Gold Series from Pantene has rolled out the New Lengths Collection, a new hair care regimen created by Black scientists to help retain length for longer, stronger hair. “Longer, stronger hair is a popular hair goal,” said Ashley Taylor, Ph.D., Gold Series scientist. “Though for Black hair, growth is slower and much more prone to breakage due to its curly design. It can be 6X more fragile than straight hair, and if it's relaxed or transitioning, it can be up to 30X weaker. We created the New Lengths Collection to specifically address these common frustrations. The collection moisturizes, strengthens and protects from root to tip for visibly longer hair that is retained over time.” The Gold Series New Lengths Collection is infused with apricot oil and green tea to nourish and protect the hair. The products are designed to work together – improving flexibility and giving hair the strength to grow longer, stronger, according to the brand. The collection includes Root Stimulating Shampoo, Rejuvenating Conditioner, Scalp Revitalizing Treatment and Anti-Breakage Serum for natural and curly hair The launch will culminate with a celebratory partnership with Ethel’s Club, a Black women-owned immersive wellness platform and social club for people of color. Together, Gold Series and Ethel’s Club will create enriching content and experiences for communities of color to embrace and take pride in their growth. According to the brand, the growth journey transcends hair goals and is an integral part of the Black experience-which led the brand to partner with Ethel’s Club. “Hair care regimens and self-expression have always been a part of Black identity,” said Naj Austin, CEO and Founder of Ethel’s Club. “We’re so excited to help launch the Gold Series New Lengths Collection and celebrate the collective growth journey that these products were designed to support.” The partnership will focus on engagement and interaction across digital platforms to inspire ongoing conversation and education surrounding growth. It will include an Instagram Live Discussion on March 4 with two creators Kimberly White and Tyiece Jermaine, who have exclusively used the New Lengths Collection for a three-month trial moderated by Ethel’s Club CEO and Founder Naj Austin and P&G’s Ashley Taylor. The collaboration also includes editorial content in Ethel’s Club digital journal.
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