Consumer goods company Procter & Gamble (P&G) has introduced "Gemz", a new hair care range with solid concentrates that offers an alternative to traditional liquid shampoos. The small, individually portioned care units in hexagonal form are only activated on contact with water and are designed to provide a foamy hair washing experience. The range includes five shampoos and five conditioners that are designed to work together. According to P&G, Gemz contains a higher concentration of nourishing ingredients than conventional shampoos. This reduces the need for additional products. With its focus on sustainability and innovative applications, Gemz is specifically aimed at Generation Z.

Less volume, less packaging

P&G is also responding to the growing demand for hair care products that require less packaging material and less water in their manufacture. Portioning eliminates most of the product residue that would otherwise be left in bottles, and the significantly lower volume also makes transport easier. The compact format also makes it easy to pack for travel and excursions. "Consumers love the Gemz experience because it's fun and flexible without compromising on cleaning or care performance," says brand manager Robert Reiss. The product is also intended to show that new formats are possible in the mass market without losing ease of use.

14 years of development

"Each Gemz core consists of complex spun fibres that form a porous matrix with a large surface area that dissolves quickly on contact with water," explains John Scarchilli, Director of Scientific Communications at P&G. The company also sees this as a pilot project to establish effective, low-water or water-free formats more widely. Early testers reported that they were able to wait a day longer between washes. Gemz is being launched as a standalone product category and complements the company's existing hair care portfolio. According to P&G, the series is the result of 14 years of research and development. The marketing campaign deliberately avoids traditional advertising and focuses on digital storytelling and influencers.

Source: Procter & Gamble