P&G's Pioneering "Omics" Research Advances Beauty and Grooming Innovation

AsiaNet 45611

SINGAPORE, July 22, 2011 (ANTARA/PRNewswire-Asia-AsiaNet) --

Cutting-edge "Omics" tools to solve molecular puzzles in skin and hair biology, and unlock new pathways for better skin and hair care
     Procter & Gamble (NYSE: PG) is at the forefront of the "Omics" revolution -- by applying a new systems biology approach -- with early successes in applying this breakthrough field of science to the complex "systems" of beauty.  At the recent World Congress of Dermatology 2011, P&G showcased some of the ways it is using "Omics" tools to drive an advanced and holistic understanding of beauty and grooming needs for consumers around the world: men and women, and head to toe -- face, body, hair and scalp.

     (Photo: http://www.prnasia.com/sa/2011/07/21/20110721915852.html )
     Using gene chips to analyze the activity of thousands of genes in a single experiment, P&G Beauty & Grooming scientists have identified a number of pathways that have become primary research programs for new beauty and grooming products.

     (Photo: http://www.prnasia.com/sa/2011/07/21/20110721569367.html )
     The results of advanced 'Omics' technology are utilized by Dr Rosemarie Osborne, P&G Beauty & Grooming scientist, who is working on the next stage in product development -- the use of in vitro models to analyze the impact of ingredients on skin and hair.

     The New Science of "Omics"
     While genomics has dominated the beauty and grooming discussion in recent years, new advances in genome sequencing and other "Omics" tools are enabling biologists to shift their attention from studying individual parts within a particular biological system to "mapping" the entire system -- from the genome to the proteome to the metabolome.  
     -- Genomics studies gene activity or "expression" and describes how genes function, interact with one another and respond to environmental stimuli;
     -- Proteomics studies proteins and the way they change as a result of gene activity;
     -- Metabolomics studies how changes in genes and proteins impact biochemical processes within the cell.  
     There are more than 20,000 genes, as many as a million proteins and thousands of metabolites underlying our fundamental skin and hair processes. Where once scientists could only measure one gene or protein at a time, the latest "Omics" tools now allow us to monitor 9.4 million gene changes and hundreds of protein expression changes or metabolites in a single experiment.

     "The secret to dramatically accelerating data and insights in skin and hair biology lies in bringing these tools and techniques together.  The "Omics" revolution significantly changes the way we analyze, think about and experience beauty and grooming.  It changes the rules of the game and gives us an unrivalled insight into the molecular pathways associated with common concerns in skin and hair biology," said Dr Jay Tiesman, Principal Scientist, Global Biotechnology Division, P&G.  
     Dr Tiesman and other leading scientists on the P&G team including Dr Rosemarie Osborne, Dr John Oblong and Dr Ray Grant, have been the pioneers behind the "Omics" revolution at P&G for over 10 years. Backed by 45 peer-reviewed articles and 90 presentations, some P&G's innovative work and successes in applying this breakthrough field of science to the beauty and grooming space include:
     -- Profiling younger vs. older skin -- P&G scientists have used gene chips to analyze the skin of younger and older women, tracking how the skin responds to photo-aging and chronological aging.  By comparing these profiles, they have found that photo-aging affects many of the same biological processes as chronological aging.  Furthermore, the P&G team has used advanced human skin models to identify solutions that help older skin appear more like younger skin, opening up tremendous potential for developing advanced anti-aging formulas and regimens.

     -- Identifying promising new ingredients and combinations -- one of which is the combination of peptides like Pal-KT, Niacinamide and Hexamidine.  This is fuelled by genomics insights into how peptides can help inhibit collagen breakdown, as well as research that shows how Hexamidine can restore the synthesis of lipids, which are essential to the skin's barrier function and protection of skin against aging effects. Pal-KT is a palmitoyl-lysine-threonine peptide which significantly inhibited collagen breakdown pathways  
     -- Solving the puzzle on the gender divide in skin -- "Omics" science is now also beginning to help single out the key differences between male and female skin, finally putting to rest years of debate. While the basic biological processes are common to both genders, male skin biology has several unique qualities of its own: it is more sensitive to UV; has slower wound healing abilities; higher basal blood flow; and lower tolerance to pain and cold. "Omics" tools are also shedding light on how certain areas of the male face are more prone to inflammation compared to females, with the most vulnerable areas being the upper cheek, neck and skin behind the ears.

     -- Advancing hair and scalp care science -- Proteomics is rapidly transforming hair and scalp science by offering deep insights into the functions of proteins in the hair follicle that will impact the current understanding of hair damage and direct research into new ingredients. In particular, P&G's state-of-the-art proteomic technologies are helping to pinpoint the specific elements of a hair fibre that are most impacted by hair damage, why these areas of the hair fibre are more prone to damage and investigate specific strategies to prevent damage.  This research has tremendous impact on how P&G approaches its haircare formulas not only to protect the hair shaft, but to potentially restore the loss of proteins.

     While the application of "Omics" science has just begun, the far-reaching impact of its application across beauty and grooming is already informing P&G's research and taking the company's innovations across the category in new and different directions.

     Much of this effort is driven by bringing together the extensive scientific expertise at P&G that parallel top research institutions globally, and P&G's progressive stance towards collaboration. A key highlight is P&G's recent partnership with the Institute for Systems Biology to bring deeper insights into skin biology, targeting ageing issues as one of its key focus areas.  The goal is to develop models of the global molecular changes that occur in skin under different conditions.

     "'Omics' science is already helping us resolve some of the most complex and intriguing puzzles that still exist in beauty and grooming. Each puzzle we solve is not only expanding what we know but opening up new and intriguing future possibilities - not only for us as research scientists but also for the skin and hair products we all use everyday" said Dr Jim Thompson, Associate Director, Biotechnology and Systems Biology, P&G beauty.

     About P&G Beauty and Grooming:

     P&G Beauty & Grooming products help make beauty dreams real for women worldwide and help men look, feel and be their best every day. With more than 100 brands available in nearly 130 countries, P&G's beauty and grooming products delivered sales of nearly US$28 billion in fiscal year 2007/08 , making it one of the world's largest beauty and grooming companies. P&G Beauty & Grooming offers trusted brands with leading technology to meet the full complement of beauty and grooming needs, including Pantene(R), Olay(R), Head & Shoulders(R), Max Factor(R), Cover Girl(R), DDF(R), Frederic Fekkai(R), Wellaflex(R), Rejoice(R), Sebastian Professional(R), Herbal Essences(R), Koleston(R), Clairol Professional(R), Nice 'n Easy(R), Venus(R), Gillette(R), SK-II(R), Wella Professionals(R), Braun(R) and a leading Prestige Fragrance division that spans from point of market entry consumers to high end luxury with global brands such as Hugo Boss(R), Lacoste(R), and Christina Aguilera(R). Please visit http://www.pg.com for the latest news and in-depth information about P&G (NYSE: PG) and its brand.
     For further information, please contact:

     Tabitha Ang / Valerie Tan
     Tel:   +65-6825-8074 / +65-6825-8057
     HP:    +65-9879-8777 / +65-985097476
     Email: tang@webershandwick.com/ valerie.tan@webershandwick.com

     SOURCE  P&G Beauty and Grooming