Good Housekeeping Reveals the Best Anti-Aging Products for Younger-Looking Hair Based on 11-Month Scientific Study

NEW YORK, NY--(Marketwire - Aug 10, 2011) - All women want it: strong, smooth, shiny hair. But hair can become thinner, limp and more delicate with age. Today, anti-aging hair products are a growing segment of the beauty market, found everywhere from drugstores and beauty salons to department stores, all promising vibrant color and fuller, softer locks. But how many deliver on their claims and truly perform? To find out, Good Housekeeping spent nearly a year researching, testing and evaluating products from shampoos to at-home hair color. In the September issue, the winners are revealed in the Second Annual Anti-Aging Awards, on newsstands August 16.

The scientists in the Beauty Lab of the Good Housekeeping Research Institute evaluated hair products that promise gray coverage or make anti-aging or age-defying claims, in all price ranges, performing laboratory tests, gathering scientific data, and receiving feedback from testers' real life experience. In all:

• 73 products were tested on 579 volunteers, ages 35+, as well as on 736 hair swatches.
• 1,055 questionnaires were tallied
• 2,716 lab measurements were taken
• 17 winning products were selected in seven categories ranging in price from $4 to $53

To determine the winners of the Anti-Aging Awards in hair-care, before-and-after evaluations were conducted using state-of-the-art equipment, including:

• the Instron, a mechanical measuring device that records the amount of friction experienced when a comb is moved through a hair swatch.
  
  
• a swatch wash station that delivers water at a controlled temperature and flow rate
  
  
• a Samba HVASS device, which measures shine
  
  
• an Accelerated Weathering Tester, which assesses how likely hair color is to fade in the sun.

"Our readers look to us for recommendations on products that perform as promised and are worth the money -- from smart phones to shampoo," said Rosemary Ellis, editor-in-chief of Good Housekeeping. "Our Anti-Aging Awards are unique because, as with all of our product evaluations, they are backed by scientific testing -- the winners have literally been proven to work."

To provide insight into the latest and best hair-care testing methods, Good Housekeeping created its own Anti-Aging Awards Advisory Board, comprised of industry experts including Louis Licari, colorist and owner of Louis Licari New York and Beverly Hills. A complete list of the Advisory Board members can be found here.

Good Housekeeping's 2011 Anti-Aging Award Winners are:

Shampoos & Conditioners

• Gold winner: Pureology Nanoworks Shampoo & Conditioner, $53 each
• Silver winner: Biolage Rejuvathérapie Age Rejuvenating Shampoo and Conditioner, $18 and $19

Deep Conditioners

• Gold winner: Age Beautiful Intense Strengthening Treatment, $10
• Silver winner: Redken Time Reset Youth Revitalizer, $17

Permanent Haircolor

• Gold winner: Revlon ColorSilk with UV Defense, $3.69
• Silver winner: Couture Color, $30

Root Touch-Ups

• L'Oréal Paris Root Rescue, $8
• Clairol Nice 'n Easy Root Touch-Up, $7

Instant Root Touch-Ups

• Gold winner: Irene Gari Cover Your Gray Professional, $7
• Silver winners (tie): Andre Walker Hair Make-Up Color Blend Wand, $12, and QuickTint, $15

Demi-Permanent Haircolor

• Gold winner: Clairol Natural Instincts, $9
• Silver winner: Garnier HerbaShine Color Crème With Bamboo Extract, $8

Leave-In Treatments

• Gold winner: L'anza Healing Strength Neem Plant Silk Serum, $26
• Silver winner: Biolage Rejuvathérapie Age Rejuvenating Leave-In Densifier, $18

For the complete results of Good Housekeeping's Anti-Aging Awards, as well as anti-aging hair-care and color tips, visit http://www.goodhousekeeping.com/anti-aging-awards.

Product photos for Good Housekeeping's Anti-Aging Awards are available upon request.

About Good Housekeeping
Founded in 1885, Good Housekeeping (www.goodhousekeeping.com) magazine reaches 25 million readers each month. In addition to the print title, there is The Good Housekeeping Research Institute, the consumer product evaluation laboratory of Good Housekeeping magazine. Founded in 1900 and continuing today with the same mission, the Research Institute is dedicated to improving the lives of consumers and their families through education and product evaluation. Only products evaluated by the Good Housekeeping Research Institute can be accepted for advertising in the magazine, and thereby become eligible to display the Good Housekeeping Seal, the hallmark that provides assurance to readers that the products advertised in the magazine are backed by a two-year limited warranty against being defective, with specified exceptions. Readers can also interact with the brand on the digital front, with Good Housekeeping mobile (m.goodhousekeeping.com). In addition to its U.S. flagship, Good Housekeeping publishes 15 editions around the world. Good Housekeeping is published by Hearst Magazines, a unit of Hearst Corporation (www.hearst.com). Once it completes its acquisition of Lagardère SCA's 100 titles in 14 countries outside of France, Hearst Magazines will publish more than 300 editions around the world, including 20 U.S. titles. Hearst Magazines is a leading publisher of monthly magazines in the U.S. in terms of total circulation and reaches 88 million adults (Spring 2010 MRI).