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P&G's Wella Announces ME+ Allergen-Free Hair Coloring Molecule

October 31, 2013: 12:00 AM EST
Procter & Gamble’s Wella salon professional brand announced the ME+ hair dye molecule the company claims will change hair coloring by combining excellent permanent color capability with lower risk of developing allergy. Wella claims ME+ is the first hair dye technology capable of delivering full permanent coloring with reduced risk of developing allergic reaction compared with current formulas based on para-phenyleneadiamine or pPD and paratoluenediamine or pTD molecules. For decades, scientists have been trying to create replacements for pPD and pTD, which are essential ingredients for most of permanent hair colorants currently in the market today, but are known to trigger allergic reactions in hair dye products.
"Wella ME+", Procter & Gamble, October 31, 2013, © Procter & Gamble
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