THE WHAT? Coconut water brand Vita Coco has expanded into the haircare market with the launch of a variety of shampoos, conditioners and coverings. THE DETAILS The firm has launched the Nourish, Repair and Scalp ranges, that are designed to assist dry and broken hair and comprise 95 % pure components. With the coconuts sourced from small farms, the packaging incorporates 75 % post-consumer waste HDPE. THE WHY? According to a press launch, the launch is the following step within the brand’s class enlargement, having beforehand launched within the magnificence and CBD markets. Tim Rees, Managing Director, Vita Coco EMEA, says, “Seeing the persevering with progress in shopper want for pure throughout the private care spectrum, Vita Coco Haircare helps fulfil that want state providing reassurance with its sustainability and pure credentials from the brand that’s constructed upon “all issues coconut”, and we are going to excite with our common disruptive advertising and marketing strategy to drive consciousness of the launch and the pure, premium class for our retailers.”
