The Procter & Gamble Company announced the launch of its first new retail hair care brand globally in four years, inspired by and co-designed with women in Cape Town during the water crisis Capetonians experienced in early 2018.
The new WATERL<SS hair care collection from P&G Beauty launched in Cape Town in March, exclusively at select Clicks stores, one of the leading retailers in South Africa. The range is designed to cater to the different hair care needs of women of all hair types and ethnicities, without the need to use a drop of water. The WATERL<SS collection includes:
- An ultra-lightweight Foam Dry Shampoo that instantly revives hair, without residue, absorbing excess oil and leaving hair with an amazing scent that reactivates throughout the day.
- A residue-free Dry Shampoo spray that makes it easy to keep hair beautiful in an instant no matter where or when you need it.
- A range of Dry Conditioners that provide hair with the softness and smoothness of a traditional rinse-off conditioner, without needing a drop of water.
- A range of alcohol-free Hair Refreshers with signature fragrances designed for all hair types, providing instant odour-detox, static control, and anti-frizz benefits.
According to the World Wildlife Fund, only 3% of the world’s water is fresh water and by 2025 two-thirds of the world’s population may face water shortages. Leading market research firm, Mintel, has also found that 27% of consumers are now trying to reuse or use less water.
The new WATERL<SS brand was recently previewed by P&G’s chief marketing officer, Marc Pritchard, during the World Economic Forum in Davos, Switzerland as part of the new “innovation agenda” from P&G, the 50L Home, that was announced during the Bloomberg Year Ahead Event. The 50L Home, initiated by P&G, will bring together companies, policy makers, and communities to develop and scale innovations for the home that help solve the urban water crisis.
“At P&G Beauty, our goal is to be both a force for good and a force for growth. Water is a precious commodity that is under great stress, and we believe that we can play a role in helping people achieve the end result they desire despite water shortages through insightful and meaningful innovation”, said Alex Keith, CEO, P&G Beauty. “This is the intent behind the WATERL<SS brand: whether she has to or wants to use less water or is just on-the-go and needs a quick refresh, we are committed to providing every woman with products that work for her unique hair care needs.”
“With South Africa battling severe climate change, we are excited to partner with P&G Beauty to provide consumers with this world-first innovation in water-less haircare that will not only help them reduce their impact on the environment, but change the way they look at hair maintenance,” conclued Jamie Lane, head of Trade at Clicks.