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The Procter & Gamble Company announced the launch of its first new retail hair care brand globally in four years.
The Procter & Gamble Company announced the launch of its first new retail hair care brand globally in four years.

P&G launches first new global retail hair care brand in four years


Issued by Atmosphere Communications - Mar 5th, 09:20

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 WATERLESS 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
• 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“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, policymakers, 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

"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,” said Jamie Lane, Head of Trade at Clicks.

In addition, the WATERLESS 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 litres 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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