P&G brings Waterl<ss hair care to U.S. shelves

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P&G brings Waterl<ss hair care to U.S. shelves

By Gisselle Gaitan - 01/08/2020

Procter & Gamble is adding a South African hair care brand to shelves in the United States.

The company announced that Waterl<ss, which was created to cater to the different hair care needs of women on their non-wash days, would be hitting retailer shelves.

Developed and launched in Cape Town, South Africa, Waterl<ss was created in response to the local water crisis, which according to the World Wildlife Fund, only 3% of the world’s water is fresh water and by 2025, two-thirds of the world may face water shortages, the company said.

“At P&G Beauty, our goal is to be both a force for good and a force for growth. We wanted to put this product up to the ultimate torture test to ensure the broadest range of needs were being met on non- wash days,” Ilaria Resta, vice president of North America Hair Care said. “While the broader impact to their life was significant, this was one small but important problem we could help to solve. 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.”

Waterl<ss offers products that span across four benefit spaces that impact a non-wash day, including clean, condition, style and fragrance.

In addition, to revitalizing hair, the brand’s products help consumers skip a wash to save time, save water, protect hair from the wear and tear of drying and styling, tame flyaways, fight frizz and protect from damage, the company said.

Offerings include dry shampoo, dry shampoo foam, weightless dry conditioner, instant moisture dry conditioner, hair balm, curl milk, heat shield and a hair refresher.

Waterl<ss products are available in-store and online at Target, Walmart, Sally Beauty and Amazon, as well as food and drug stores.