P&G aims to add volume to hair care sales with new Herbal Essences line

By Guy Montague-Jones

- Last updated on GMT

Related tags Herbal essences Hair care Hair conditioner

Procter and Gamble (P&G) intends to rejuvenate its hair care fortunes with a new Herbal Essences line that combines two shampoos in twisting swirls.

Hair care is one of the weakest segments of P&G’s beauty business, falling behind other categories in the latest quarter with only mid single digit growth.

High number of hair care launches

Nonetheless, the company launched more products in hair care than any other beauty category in 2008 and the number of new products increased steadily throughout the year, according to Mintel’s GNDP Product Database.

Arriving on shelves next month Hydralicious from Herbal Essences is the latest effort by the company to add life and volume to its hair care sales.

The collection of shampoos each contain one clear swirl that cleanses and has wet conditioners to help prevent tangling and breaking, and one opaque swirl whose job it is to leave the hair soft and smooth when dry.

Herbal Essences said that when combined with water, moisturizers are released to repair hair and protect it from future damage.

Containing a variety of fruity ingredients including water lily nectar, passion fruit and red vanilla, the Hydralicious range fits the brand image of Herbal Essences, said Mintel analyst Nica Lewis.

Brightly colored packaging

To grab the attention of the consumer the products are packaged in brightly colored bottles that display the shampoo swirls within.

“Right now, I think shelf stand out is more important than ever,”​ said Lewis. “In a highly competitive market a shampoo that is more visually appealing than its competitors has definite head start.”

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