Head & Shoulders unveils nine-ingredient anti-dandruff shampoo in recyclable “roll-and-squeeze” bottle

16 May 2023 --- Procter & Gamble (P&G) brand Head & Shoulders has launched a “first-of-its-kind” nine ingredient anti-dandruff shampoo dubbed Bare. It comes in a fully recyclable bottle designed to roll and squeeze, allowing users to extract “every last drop.”

Bare is available in two variations that address the specific scalp needs of consumers – Pure Clean is a coconut water-scented formula for those with an oily scalp and hair, and Soothing Hydration is an orchid and aloe-scented formula for those with a dry scalp and hair.

Containing nine ingredients, the anti-dandruff formula is dermatologically tested and clinically proven. The company shares it is also free from sulfates, silicones and dyes, with a recyclable bottle that contains 45% less plastic per mL than its 370 mL bottle. 

“Millions of people suffer from dandruff, and many consumers are choosing minimalist products. After years of research and seven pending patents, we are excited to offer Head & Shoulders Bare,” says John Brownlee, P&G’s senior vice president for NA Hair Care. 

“Consumers can feel confident in a minimal ingredient solution – formula and bottle – that gets the job done.”

The nine-ingredient Bare formula contains zinc pyrithione – a clinically-proven dandruff fighting active – sodium cocoyl isethionate for cleaning the scalp and hair, lauramidopropyl betaine for creating lather and cellulosic polyquaternium to leave hair feeling moisturized.

The formula also includes acrylate, which thickens the formula for ease of use, citric acid that balances the pH to be gentle on scalp and hair, fragrance for a pleasant smell, sodium benzoate for preserving the formula’s freshness and water for holding the formula together.

Bare is available in two variants – Pure Clean and Soothing Hydration.Scalp health
A recent study conducted by Head & Shoulders revealed that more than half of scalp health sufferers have the misconception that anti-dandruff shampoos damage their scalp and that DIY home treatments are a more effective solution for their scalp concerns.

The survey recruited a nationally representative population of 1,000 US adults aged 18-44 who currently experience scalp issues, including dryness, itchiness, redness, irritation, tight scalp feeling, flakiness or greasy scalp. The responses were gathered March 16-23, 2023, through consumer insights provider, Toluna.

“An overwhelming 90% of scalp health sufferers have tried a DIY scalp solution they discovered from a news outlet or on social media, thinking it will be the answer to their scalp woes. However, the flakes persist because these remedies don’t treat the true cause of dandruff,” P&G states.

“After two years of work and over 100 formula attempts, Head & Shoulders created a product that gives users a simple, effective anti-dandruff solution they can feel good about using. Head & Shoulders Bare is anti-dandruff shampoo, done differently.”

Scaling recyclability
According to Innova Market Insights’ top packaging trends for 2023, “Plastics circularization” takes the lead spot. The market researcher found that despite the plastic pollution crisis and poor recycling rates, 72% of global consumers still believe plastic has average or above recyclability relative to other materials. Moreover, half (52%) say they would pay more for a product in recyclable packaging.

The beauty industry is closing the loop with packaging innovations that drive circularity. Case in point are the latest industry collaborations between Garnier and Loop Industries, and Sephora and Pact Collective. 

Garnier piloted a limited edition upcycled bottle for its Micellar Cleansing Water in collaboration with Loop Industries. As part of a new initiative to transform waste into a resource, the two have partnered to transform low-value waste into high-quality 100% recycled PET.

Meanwhile, to make the process of reducing hard-to-recycle material waste more approachable and accessible for consumers, prestige beauty omni-retailer Sephora partnered with non-profit Pact Collective and rolled out the Beauty (Re)Purposed program across North America.

Edited by Radhika Sikaria