Last year, Coty purchased 41 total beauty brands from Proctor & Gamble. The substantial transaction was one of the global retailer’s biggest headlines as 2016 came to a close. P&G is hoping the new year will bring a new beginning for many of their remaining brands.
Many of their hair care brands are planning to launch new product lines in an effort to rejuvenate and redesign each of their global images. Three of the brands in particular, Head & Shoulders, Herbal Essences and Pantene, will all be doing so while focusing on the ever-popular trend of using natural ingredients.
“We’re taking it back to the heritage of the brand,” said Jodi Allen, vice president of hair care for North America at Procter & Gamble. “Most people don’t realize it was the first natural brand in the [hair] category,” stated Proctor & Gamble’s North American vice president, Jodi Allen, regarding Herbal Essences’ new collections.
The brand will actually be releasing nine total collections, all under its new Bio Renew base formula. It’s production avoids allergens and other additives while using infusions of natural ingredients like sea kelp, rice milk, cocoa butter and more. Strength, Nourish and Naked Moisture are among the new formulas packaged in the brand’s former, classic apothecary bottles. The suggested retail price for the different lines’ products are $5.99.
Head & Shoulders will be releasing a new formula containing zinc. While changing, the brand’s new line is still targeted towards scalp health and those suffering from dandruff.
According to Allen, that target has become more emphasized with the new launch.
“It has been the trusted brand for scalp,” Allen stated. “We’re playing up the scalp aspect even more, we’re talking more about it.”
Pantene may be making the largest push for their new products of the three brands. Focused on “fueling your hair,” the brand’s new campaign has tapped names like Priyanka Chopra and Selena Gomez. It revolves around their new pro-vitamin-infused formula that boasts 22 different patents and 15 years of scientific research.
Allen pointed out that the goal was to create a product that didn’t strip hair of its essential nutrients. She again referred to the change of “‘washing your hair’ to ‘fueling your hair.'” Allen also added that the new formula will receive an “unprecedented level of sampling.” It comes with a suggested retail price between $3.99 and $4.99.
Proctor & Gamble’s Olay will also be undergoing changes with their upcoming Miracle Boost Concentrates line. The brand will be making changes to over a dozen of their signature products to date such as their Regenerist formulas as well.
No matter how Proctor & Gamble’s 2016 is viewed today, 2017 looks to be a year of growth and expansion in exchange.