The new brand was previewed by P&G’s CMO Marc Pritchard during the World Economic Forum in Davos.
“At P&G Beauty, our goal is to be both a force for good and a force for growth. We remain committed to providing every woman with products that work for her unique hair care needs. 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.
“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 hair care 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.
Additionally, the brand will join forces with The Nature Conservancy to “champion water preservation” by supporting The Greater Cape Town Water Fund’s effort to return 50 billion liters of water to the region’s supply system, in order to address the issue of long-term water security concerns while tackling immediate social and ecological priorities.