P&G’s growth strategy reveals innovations in personal care for 2010

By Katie Nichol

- Last updated on GMT

Related tags: Shaving, Procter & gamble

The 2010 growth strategy of consumer giant Procter & Gamble includes several new launches across its beauty and grooming portfolio, it was revealed at the Consumer Analysts Group of New York (CAGNY) conference last week.

Chairman Bob McDonald said that innovation plays a key part in the company’s growth strategy, which aims to target more completely a greater number of consumers worldwide.

“We have the strongest innovation program that I can remember in my 30-year career at P&G, and we are investing behind it to drive growth across our business,”​ he said.

Innovation in hair care

In the hair care category, new product launches will be seen across the Fekkai, head&shoulders and Pantene brands.

The Fekkai advanced collection, which will be sold exclusively in professional and prestige channels around the world, redefines the original Fekkai product families using new technologies, textures and fragrances, according to P&G.

The new h&s range is designed to revitalize the scalp and improve the look and feel of hair, the company said. This h&s premium range was first launched in Japan, and is to be launched in China and Taiwan in Spring 2010.

Perhaps the most significant innovation in the hair care category is the complete overhaul of the Pantene brand, with the revamped range hitting stores shelves in the US in June 2010.

Speaking at the CAGNY conference, McDonald said it will comprise product formulations based on four distinct hair types, with the new lines including 13 ingredients not previously used in Pantene products.

According to McDonald, the cost of the ‘smart polymers’ contained in the products was cut in half, and these savings were reinvested to improve other product attributes such as perfumes and packaging.

First five-blade Venus disposable razor

In the blades and razors category, innovations across the Gillette and Venus brands aim to improve the shaving experience, with the introduction of new razors and shaving gels.

The Venus disposables range will see the introduction of Simply Venus Disposables at the value end of the range, which feature a 3-blade pivoting head for less irritation than the 2-blade option, according to P&G.

The premium-positioned Venus Embrace Disposable is the first female 5-blade disposable razor and features a protective ribbon of moisture for smooth glide and a comfort grip handle for maneuverability, the company says.

On the male grooming side, P&G leverages existing Gillette technology to introduce razors that deliver optimum comfort. According to P&G, the new Gillette Fusion ProGlide significantly outperforms existing premium razors such as Fusion and Mach3.

In addition, 2010 will see the introduction of Gillette Fusion ProSeries. Described by P&G as an advanced line of male skincare products focused on comfort, the ‘first mass market men’s thermal facial scrub’ is just one of the products in the range.

Related topics: Market Trends

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