P&G Beauty unveils new hair care brand for between washes

The Procter & Gamble Company announced today 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.

WATERL<SS-Haircare

The WATERL

The new WATERL<SS hair care collection from P&G Beauty will launch in Cape Town, South Africa, in March 2019, 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 three percent 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 percent of consumers are now trying to reuse or use less water.

New innovation agenda

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,’ says 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,’ says Jamie Lane, head of Trade at Clicks.

Water security

In addition, the WATERL<SS brand will join forces with The Nature Conservancy to champion water preservation by supporting The Greater Cape Town Water Fund.  This new initiative from The Nature Conservancy focuses on addressing the Greater Cape Town region’s long-term water security concerns while tackling near-term social and ecological priorities.

‘Science-guided nature conservation can yield 50 billion liters of water annually for the region – that’s about two months of water supply at current usage rates — at a fraction of the cost of desalination,’ explains Louise Stafford, director of the Greater Cape Town Water Fund. ‘The support provided by P&G Beauty will help us to expand our on-the-ground work to restore nature and save water.’



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