P&G unveils waterless hair care line expanding product portfolio
This innovation is the result of 14 years of research.
USA – Procter & Gamble (P&G) has unveiled Gemz, a revolutionary waterless haircare brand that redefines wash-day routines with its innovative, water-activated, single-dose shampoos and conditioners.
Gemz introduces a compact, hexagonal “Gem” format that dissolves into a creamy, potent formula upon contact with water, eliminating the need for traditional liquid-based products that can contain up to 80% water.
The Gemz line features five shampoos, including Perfect Air Dry, Touchably Soft, Up All Day Volume, Curly Days, and Hydration Lock, as well as five conditioners: Quick Blow Dry, Profound Moisture, Rainy Day Anti-Frizz, Stress Less Repair, and Light as Air.
Unlike conventional bar shampoos, Gemz’s unique porous matrix technology, described by John Scarchilli, P&G’s Director of Scientific Communications, as “intricately spun threads,” ensures rapid dissolution and effective cleansing without fillers or buildup.
Robert Reiss, Brand Vice President of North America Hair & Disruptive Innovation at P&G, emphasizes that Gemz’s customizable format “meets evolving hair needs” while delivering beauty results without excess waste, aligning with global sustainability goals.
According to P&G, this innovation responds to growing consumer demand for eco-conscious, high-performance haircare solutions that minimise waste and cater to diverse hair types and modern lifestyles.
Meanwhile, Unstopables, the renowned brand under Procter & Gamble known for its innovative approach to laundry scent enhancement, has officially unveiled its “Unlimited Collection” of fine fragrance laundry boosters, a significant step in the evolution of home fabric care.
This new line is positioned as a premium offering, catering to growing consumer demand for luxury experiences in everyday routines.
Collection features three distinct fine fragrances: Unlimited N.09, an invigorating woody-mint blend of eucalyptus, pine, and cedarwood; Unlimited N.26, a warm and elegant floral woody scent with rose, honey, and oakmoss; and Unlimited N.37, a luminous, creamy fragrance combining bergamot, orris, and vetiver.
According to P&G, this innovation responds to growing consumer demand for eco-conscious, high-performance haircare solutions that minimise waste and cater to diverse hair types and modern lifestyles.
To mark the launch, Unstopables has teamed up with supermodel and entrepreneur Jasmine Tookes, who headlines a new national ad campaign titled “Exclusively Available to Everyone, Everywhere and on Everything.
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