P&G is heavily promoting the new Pantene AgeDefy hair care collection, which launched in October, with the help of spokesperson Courtney Cox.Target stores nationwide will be highlighting the anti-aging hair products by using displays with tag lines such as, ‘drop a decade.’

The new Pantene AgeDefy line was developed after significant clinical research. Pantene partnered with experts in the field of hair thinning, and compiled clinical data from more than 1,000 women. Age-related changes in hair density and diameter were studied, and key findings revealed that the hair aging process begins around age 35.

“Understanding what really happens to hair as we age has been a big effort for us at Pantene,” said Emily Overton, principal scientist, Pantene.