P&G turns to innovation as part of its bid to boost growth

By Simon Pitman

- Last updated on GMT

At last week’s annual shareholders meeting Procter & Gamble CEO Bob McDonald said that innovation would play a big part in the company’s aims to return to growth, something that has been underlined by the latest products launches.

Here we take a look at some of the latest innovations in the product pipeline, which emphasize how the company is increasingly turning to sophisticated technologies as a means of giving it the edge in the incredibly competitive personal care retail landscape.

The latest product innovation out of the P&G stable is the newly updated Pantene Expert Collection, which comprises of two product lines aimed at the fast growing anti-aging and mature hair market.

Pantene Expert Collection

The Expert AgeDefy and Advanced + Keratin Repair lines are said to use the most advanced technologies and ingredients to help repair damage and return hair back to full health by providing luster and bounce.

P&G is going with the bold claim that the AgeDefy product can make hair look ten years younger for women in their 40s and beyond, while the Keratin treatment is said to restore extremely damaged hair to give it extra strength and a smooth, shiny appearance.

The Expert Collection incorporates thickening ingredients that have been used in the Olay anti-aging skin care line, including caffeine niacinamide and panthenol, which aim to give the hair follicles increased body as well as acting as a thickener.

Pantene Expert
Pantene Expert Collection

Focus on beauty devices

P&G has also said that it wants to increase its footprint in the fast - growing market for increasingly sophisticated beauty devices, an ambition that is underlined by the recent launch of the Braun CoolTec, a dry shaver with the first ever integrated cooling bar to reduce irritation, together with the Gillette Naked Skin hair removal device.

The company claims that the CoolTecPatented active cooling technology effectively cools down the skin while shaving, to give a smoother and more effective shave, while not irritating the skin.  

The Naked Skin Hair Removal device incorporates intense pulses of light energy to the hair follicle using ipulse, which the company says is a patented IPL technology consisting of patented software and hardware.

With 2013 already lining up to be a big year for innovation rollouts at P&G, we are expecting to see the company putting out yet more interesting technologies on the market, which should also play an essential part in trying to grab back consumer market share.

Related topics: Formulation & Science

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