Procter & Gamble announced its first four-year launch of its new hair care brand. P & G Beauty’s Waterless will be launched in Cape Town, exclusively in select stores of Clicks, one of South Africa’s leading retailers.

The Cincinnati-based consumer goods maker said the Waterless brand was developed to meet the different hair care needs of all women without the need to use a drop of water.

The collection consists of products such as: ultralightweight foam dry shampoo, foam dry shampoo, and residue-free dry shampoo spray, dry conditioners and alcohol-free hair refreshners.

According to P & G, about 27% of consumers are attempting to reduce water consumption, citing the market intelligence agency Mintel.

“With South Africa battling severe climate change, we are excited to partner with P&G Beauty to provide consumers with this world-first innovation in waterless haircare that will not only help them reduce their impact on the environment but change the way they look at hair maintenance,” said Jamie Lane, head of trade at Clicks, where the product will debut.

In conjunction with the launch of Waterless, P&G said it would join forces with the Nature Conservancy to champion water preservation by supporting the Greater Cape Town Water Fund’s effort to return 50 billion liters of water to the region’s supply system.

Procter & Gamble also plans to roll out a brand called DS3, which will to include a line of eight liquid-free cleaning products for personal care and the home. DS3 products are made with what P&G called breakthrough, proprietary technology that eliminates water from the final product, removing 80 percent of weight while reducing 70 percent of space required.

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