CINCINATTI: Procter & Gamble is set to launch a new brand, Perfect 10 which it claims will revolutionise the home hair colour industry - thanks to a discovery made by the team behind its laundry products.

The consumer goods giant says it originally developed the new formula for use on textiles and fabrics. Perfect 10 changes the pH level from ten to nine, reducing odour and hair damage, as well as cutting the colouring time to ten minutes.

P&G began work on the project in 1999, and company spokesman Brent Miller declares the new brand will "fundamentally change the future of hair colour", comparing the seismic shift with that in the music industry from CDs to downloads.

Perfect 10 will launch in the US and Canada in March as part of the Nice 'n Easy range, while the science behind it will be rolled out to professional haircare and other markets.

Data sourced from Financial Times; additional content by WARC staff