P&G is launching its first collection of dry shampoos across its portfolio of haircare brands this summer.
Supported by a £2m marketing spend across print, digital, billboards and TV, the new range is available across Aussie, Pantene and Herbal Essences. P&G’s new collection promises “instant hair refresh with virtually no visible residue” thanks to new breakthrough technology which has been designed to deliver hair that looks, feels and moves like clean hair due to its unique formula and application.
Aussie’s Miracle Dry Shampoo range contains Jojoba seed extract, which indigenous Australians used as a natural hair conditioner and skin healer. The Herbal Essences SKUs come in a range of herbal scents, while Pantene’s-formula with Panthenol will help to smooth and straighten hair.
Helen Johnson, P&G Haircare Brand Manager, says: “The launch of our new dry shampoo range across three of our leading P&G haircare brands represents a £4.8m incremental sales opportunity for the category, encouraging bigger basket spends on every trip.”
