We all remember the terrible drought that Cape Town experienced not so long ago. One good thing that came from that drought, was that it forced consumers to become water conscious and it challenged brands to ‘level up’. This was an opportunity for brands to evolve with the times or become irrelevant. Today on the blog, we will be talking about one of those brands.
For those of you who may not know, when I started my career in PR 9 years ago, one of the first brands I got to work on was Procter & Gamble. I worked on their baby care portfolio – Pampers and I’ve had a love affair with all things P&G ever since. From the way they treat their employees, to their product insights, to the strategy and the way they implement it, it’s all a work of art. It comes at no surprise that they have launched a new innovative hair care product called WaterL<ss.
WaterL<ss offers a collection of hair care solutions for all hair types without the need for a drop of water. I know right! Wait, it gets better, P&G Beauty will join forces with The Nature Conservancy in support of the Greater Cape Town Water Fund’s effort to return up to 50 billion liters of water to the Greater Cape Town Region’s supply system.
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 residues, absorbing excess oil and leaving hair with an amazing scent that reactivates throughout the day. I love this foam, it gives my hair that volume it needs to as I use it as a mousse almost
- 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. This range is so easy to use and it smells so fresh.
- 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. I haven’t tried this range but it looks amazing from the reviews I’ve seen.
- A range of alcohol-free Hair Refreshers with signature fragrances designed for all hair types, providing instant odor-detox, static control, and anti-frizz benefits. I’ve tried these refreshers and they make your hair smell like it’s just been washed. I really enjoy them. Now your hair doesn’t just look clean, it can smell clean too. That opens up more time to be a boss babe and get more work done as you don’t need to wash your hair as often as you used to. Now, this is the type of innovation us, busy business-woman have been dying for! The three scents available are black currant and pineapple, melon and herbs, and sweet apple and luscious berry. Which one would you try first?
According to the World Wildlife Fund, only 3% of the world’s water is freshwater 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 as we all want a better planet for the next generation.
What the P&G team has to say
“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.”
“As the leading health and beauty retailer in South Africa, we strive to offer the widest range of hair care products for all hair types. We are excited by this incredible innovation and opportunity to partner with P&G in bringing this first-of-its-kind waterless haircare range to consumers, that not only caters to different hair needs but will also change the way they look at hair maintenance. With South Africa battling severe climate change, and Cape Town being one of the first major cities to nearly run out of water, this unique, fully waterless solution will allow consumers to look good, feel great and have beautiful hair every day, whilst reducing their impact on the environment,” said Jamie Lane, Head of Trade at Clicks.
The Nature Conservancy:
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 Procter and Gamble will help us to expand our on-the-ground work to restore nature and save water.”
You can purchase this range from select Clicks stores.
Recommended Retail Selling Price is 149,99 | Full Retail Size, 160ml
Hair Refresher, 50ml (3x scents available) has a Recommended Retail Selling Price of 99,99
RRSP 69,99 | Travel sizes, 45ml
If you have any questions about this range, ask them in the comments section below.