WOODLAND HILLS, Calif., March 29, 2016 /PRNewswire/ -- NIOXIN, the #1 stylist choice for thinning hair, introduces Night Density Rescue with breakthrough NIOXYDINE24 technology, clinically proven to promote hair density by providing powerful antioxidants to the scalp surface. The new treatment, inspired by NIOXIN's skin care approach to hair care and the body's nightly regeneration cycles, enters a new era of skincare for the scalp, delivering a 24 hour approach to thinning.

Recent studies have shown that free radicals in the environment can trigger scalp oxidation and ultimately, hair thinning, Free radicals are unstable molecules that in an attempt to become more stable, steal electrons from other molecules which results in oxidative damage. This process is similar to the skin damage caused by the sun. To combat and minimize this damage in the world of skin care, there are a multitude of night time product regimens that both protect and repair skin. As night is the optimum time for the body to rest and repair itself, this is a prime opportunity to treat the hair and scalp as well. With 82% of people saying they would use a night time treatment to promote hair density, it is clear there is an unmet consumer demand.*

Now, for the first time in NIOXIN history, cutting-edge technology provides consumers with day and night solutions to help them in their journey to thicker, fuller-looking hair.  NIOXIN's Night Density Rescue is a leave-on treatment featuring breakthrough NIOXYDINE24 technology, clinically proven to promote hair density by delivering powerful antioxidants to the scalp. The powerful antioxidants found in the NIOXYDINE24 technology target and neutralize free radicals, minimizing damage.

Antioxidants are known to target and neutralize oxidative damage at the scalp surface by "donating" an electron to neutralize free radicals which helps to maintain a healthy scalp surface environment. The NIOXYDINE24 technology contains a powerful mix of antioxidants including Biotin, Caffeine, Vitamin E and Ginger Root Extract that when combined, target free radicals on the scalp surface to promote hair density.

NIOXIN's Night Density Rescue treatment combines NIOXIN's unique 3D approach to hair care, optimizing the scalp surface environment while strengthening and thickening existing hair strands. The Night Density Rescue treatment helps address two specific areas associated with hair thinning; Derma and Density. NIOXIN recommends using the treatment alongside NIOXIN System Kits to ensure a holistic, 24-hour approach to the treatment of thinning hair.

Night Density Rescue is applied directly onto the scalp surface using the provided pipette. It has a soothing fragrance for night time use, leaves no residue on the pillow and is suitable for all hair types. NIOXIN Night Density Rescue is available at salons nationwide for an average retail price of $45.00.

About Procter & Gamble
P&G serves nearly five billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Duracell®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, Wella® and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

About Wella Professionals
WELLA products help make beauty dreams real everyday for millions of stylists and consumers worldwide.  WELLA's brands are distributed in more than 180,000 salons across the globe, and include Sebastian Professional®, Koleston Perfect by Wella Professionals®, Color Touch by Wella Professionals®, Blondor by Wella Professionals®, Clairol Professional® and Nioxin®.  Exceptional products, inspiring education and unique salon business-building programs make WELLA, the Salon Professional division of P&G a world leader and expert in hair and beauty. Please visit http://www.pg.com for the latest news and in-depth information about P&G (NYSE: PG) and its brands.

*Independent market research conducted among 144 US Salon clients concerned with thinning hair, 2015

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SOURCE NIOXIN