Bayer Consumer Care (BCC), a top marketer of over-the-counter medications, has launched a special micronutrient formulation which is alleged to counter hair loss and promote healthy hair growth.

Priorin, which contains extracts of millet that is rich in necessary nutrients for the hair root, the hair vitamin B5 (pantothenic acid) and L-cystine, a component of the hair protein keratin, has been endorsed by modern scientific studies.

According to a survey conducted by pollster YouGov in 2009, more than a third of UAE’s residents lost hair to some degree, with 47 per cent women questioned being affected.

“Priorin revolutionized hair loss treatment when it was first developed by Swiss gynaecologist Dr Kurt Boesch in 1959, and is currently a leading hair loss treatment drug in many European countries,” said Professor Dr Assem Farag, renowned speaker and member of the Egyptian society of Dermatology.

“Hair loss is a prevalent issue in the UAE due to a number of reasons including weather and stress,” he added.

“Having registered Priorin in the Middle East earlier this year, Bayer Consumer Care launched Priorin in Lebanon, Jordan and will also introduce Priorin to the health care community in Kuwait in 2010,” he concluded. – TradeArabia News Service