P&G incubates new Gen-Z hair care brand with Walmart – Glossy

P&G is staking a declare on multi-cultural Gen Zers.
In early August, P&G formally launched its latest haircare brand, Nou, which stands for “Next of Us” and addresses the wants of 3A-4C hair sorts. It is at present offered solely by Walmart.com and can develop to shops in October. The retailer helped to co-create the brand in beneath a 12 months, in keeping with Lela Coffey, Procter & Gamble vp of North America haircare and multicultural manufacturers. The eight merchandise (all priced at $6.97) are primarily based on the porosity of the hair strand, which influences how dry or nourished the hair is.

“[Nou fulfills] a few issues for P&G. It’s Gen Z and it’s multicultural,” stated Coffey. “More than 50% of Gen Zer are non-white, and 75% of them outline themselves as having textured hair. We know that this can be a phenomenon that’s going to maintain occurring because the inhabitants turns into more and more multicultural.”
This is just not the primary time P&G has opted to co-incubate a brand with a retailer. In 2019, P&G labored with Sally Beauty to develop My Black is Beautiful hair care, its first devoted line for Black girls. In 2020, it additionally incubated Hair Biology, which is for girls 50 and older, with Target. Walmart, for its half, is closely investing in reinventing its magnificence aisle. Walmart lately welcomed Gen Z make-up brand Lottie London in May, Uoma by Sharon C. in June and hair dye brand Brite and hair care brand Rita Hazan in July.
“Co-incubating a brand with a retailer is a viable launch technique for CPG conglomerates, particularly for those who do not need DTC capabilities as a result of retailers have direct entry to their prospects’ first-party, transactional knowledge factors that may information product growth, brand positioning and advertising technique,” stated Bo Kim, Gartner senior principal analyst. “Walmart is on the precise path in extending their assortment and tapping into multi-cultural/BIPOC and Gen Z prospects. However, launching a [diverse and inclusive] product or a brand alone is just not going to make a distinction in the long term [for reaching Gen Z].”
P&G solicited about 30 of its personal and Walmart’s Gen Z workers to take part within the ideation of Nou. Brooklyn-based designer Sophia Yeshi created the bottle label design. The designs incorporate 3A-4C curl patterns on the label designs in order that customers can simply determine which one fits them greatest. The again of the bottles have QR codes to scan and inform customers about their hair porosity. In October, the merchandise shall be offered in a free-standing show.
The launch for Nou initially started in March, earlier than merchandise hit the shelf. The intention was to construct the brand’s social following and talk its proposition first. Its Instagram account @NextOfUs at present has 411 followers and has labored with paid influencers like Ryan Shakes (@Itsryanshakes, 180,000 Instagram followers) and Jalaiah Harmon (@Jalaiah, 665,000 Instagram followers). Coffey stated {that a} TikTok hashtag problem (#ThisIsMyTexture) within the second quarter of this 12 months additionally garnered 40 million impressions and 300-plus items of user-generated content material.
“This youthful group of shoppers is all about expression, individuality, fluidity and freedom,” stated Coffey. “They are rejecting what let’s imagine are the norms of magnificence; they wish to be very expressive. [And they are using] hair as a type of self-expression to be as fluid and as continually altering.”


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