Teamwork in Innovation Award 2009 winner

Perfect 10 Hair Dye Team
Procter & Gamble

Awarded for the development of the Perfect 10 hair product through teamwork and collaborations within and outside the company.

About the winner

Procter & Gamble is one of the largest consumer goods companies in the world, looking back on over 170 years of product innovation. It has one of the largest and strongest portfolios of trusted brands, including Pampers®, Tide®, Ariel®, Always®, Pantene®, Mach3®, Bounty®, Dawn®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Actonel®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun® and Fusion®. Three billion times a day, P&G brands touch the lives of people around the world. The P&G community includes approximately 138,000 employees working in over 80 countries worldwide.

Perfect 10 by Nice 'n Easy was developed by Scientists from Procter & Gamble's London Innovation Centre over the course of a 10 year research program in collaboration with internal and external experts. The product is an advanced, high performance permanent colour crème with a sophisticated usage experience never before possible at home. The patented lightening system at the heart of Perfect 10 is based on a combination of ammonium carbonate, hydrogen peroxide and glycine at pH 9. This hair colour chemistry innovation, the AminoGlycine technology, reduces fibre damage during the hair colour process while delivering high gloss, permanent colour results in just ten minutes. It offers an alternative to the traditional ammonia/peroxide systems at pH 10. Since its successful introduction in the US and UK Perfect 10 has received extremely positive consumer feedback and continues to exceed business expectations.