Category: Beauty

For Head & Shoulders, the important thing to unlocking more within the dandruff care arena could also be using less. The brand’s newest shampoo, called Bare, accommodates just nine ingredients — all of that are purposefully displayed on the front of the bottle — and seeks to meet consumers’ growing demand for pared-down formulas that don’t compromise efficacy. “Using just nine ingredients eliminates one in every of the most important barriers as to why people don’t use a drugs to resolve an issue they've — they don’t want more chemicals of their hair,” said John Brownlee, vice chairman, Head & Shoulders’ North America hair care portfolio. “We’re on this era of minimalism; if there are fewer ingredients in a product,...