THE WHAT? Johnson & Johnson-owned Neutrogena has debuted a hair care line, which purports to bring ‘the science of skin care’ to the category.
THE DETAILS Neutrogena Health Scalp was developed via an in-house collaboration between Neutrogena and Vogue International and was inspired by the ‘skinification’ of hair care. The collection comprises four products that will chime with skin care fans – a shampoo and conditioner duo formulated with hyaluronic acid, an exfoliator for oily scalps, micellar water for sensitive scalps and hydrating treatment for dry scalps.
“Neutrogena first entered the haircare market 40 years ago with our Anti-Residue Shampoo, a clarifying shampoo which continues to be beloved by people all around the world,” said Kerry Sullivan, General Manager, Neutrogena. “I’m proud our new Neutrogena Healthy Scalp Collection will continue to expand our haircare offerings to consumers as we understand a healthy scalp is just as important as healthy skin.”
“We know 78 percent of consumers believe haircare is just as important as skincare,” added Hanan Wajih, Senior Marketing Director North America, Vogue International. “The team at Vogue, in partnership with Neutrogena, has been working on this line for two years to bring coveted skincare ingredients such as Hyaluronic Acid, Micellar water, and tea tree oil to scalp and haircare – ultimately delivering healthy scalp and haircare gentle enough for every day use.”
The collection will be sold via Walmart through December 2020 with a wider roll out anticipated from January 2021.
THE WHY? As consumers increasingly expect products to promote scalp health as well as strand health, brands such as Neutrogena have spotted an opportunity to leverage their reputation in the skin care arena to expand in the category.