THE WHAT? Procter & Gamble has announced the launch of a new multicultural hair care line aimed at Gen Z, according to a report published by Glossy. The US FMCG giant’s Nou brand will be sold via Walmart.com before being rolled out to stores in October.
THE DETAILS The line comprises eight products designed to help nourish multicultural hair and the label design includes curl patterns to help shoppers identify the right product for their hair type. The brand was co-created with Walmart in less than a year, per Glossy.
THE WHY? Lela Coffey, VP of North America Hair Care and Multicultural Brands at P&G, told Glossy, “[Nou fulfils] a couple of things for P&G. It’s Gen Z and it’s multicultural. More than 50 percent of Gen Z are non-white, and 75 percent of them define themselves as having textured hair. We know that this is a phenomenon that’s going to keep happening as the population becomes increasingly multicultural.”