P&G launches new Herbal Essences haircare range in UK

Procter and Gamble (P&G) has launched a new range of hair products under its Herbal Essences brand in the UK.

The new bio:renew collection comprises shampoos and conditioners designed to remove free radicals and rejuvenate dull, lifeless hair. The products also feature antioxidants, sea kelp, and aloe.

Formulated without colourants, parabens, and gluten, the range is claimed to hydrate and repair hair, while adding shine and volume.

P&G Haircare brand manager Jo Vaughan told media sources: “Some 20% of health and beauty sales in convenience stores are an impulse buy and retailers can make the most of this by stocking best-selling brands such as Herbal Essences.

“This latest range extension is such a great addition to the Herbal Essences family and is a must-stock for all retailers.”

The new launch is being supported with point of sale (POS) displays to enhance sales through impact at point of purchase.

With its latest launch, the firm aims to support its brand’s current position in the rapidly growing $55bn natural hair and beauty sector that is expected to expand by more than 12% by next year.

After its introduction in the US, bio:renew is reported to have increased category value by around 5% and brand value by approximately 31%.