What does a woman do when her do starts to look tired? Cut off split ends, switch conditioners, maybe try a little color. That's pretty much what Procter & Gamble is doing with Pantene, the market leader in hair care, with some $3 billion a year in sales. The health and beauty giant tapped 17 PhDs and technologies usually reserved for space and medical research to overhaul the brand. The results of the more than two-year effort started showing up on store shelves this month. "It took going beyond what was really common to hair-care research to look for different ways to understand what was at the root of the problem," says Jeni Thomas, a senior scientist at P&G's beauty research facility north of Cincinnati.
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