Kenvue, Johnson & Johnson’s consumer health care offshoot set to be acquired by Kimberly-Clark, is catapulting its hair care ranges into a new generation as it bets big on the ‘skinification’ of hair care through scalp-focused formulas.
New product line launches from both OGX and Neutrogena will focus on scalp health, fuelled by skin care-first formulations harnessing the power of ingredients like peptides.
“The new Neutrogena Hair Restore and OGX ProGrowth + Peptide [ranges] deliver safe, effective and affordable solutions that really build on our multi-decade history and R&D in hair, scalp and skin,” explains Andrew Stanleick, President of Kenvue Skin Health & Beauty, (North America, Europe, the Middle East, and Africa).
“These launches really lean into the Kenvue strategy of really democratising access to the very best in beauty and healthcare for all.
“Losing your hair impacts consumers' self-confidence, self-worth, and they all really want products that work – it was critical that we could bring something [to market] which was safe, works, and affordable.”
The result is two new lines: Neutrogena Hair Restore, a hair growth support system featuring a two-step cleanse and a supplement to support strands from within, and OGX’s ProGrowth + Peptide Collection, a collection of four products to thicken strands, reinforce roots and clear scalp build-up.
A collaborative creation process
In addition to Kenvue’s R&D team, led by Adam Ricciardone, Global Head of R&D, Skin Health & Beauty, the company called on experts in both skin and scalp health to ensure they were bringing the best formulations possible to market.
“Our approach with Neutrogena [was] working with dermatologists to understand what they look for in products, what ingredients they use, and the treatments they use,” explains Ricciardone.
“Then with OGX, it was working with trichologists to really understand what they are seeing [in clinic/salon], how consumers, particularly those with thinner hair, are looking for fuller, healthier looking hair, as well as treating the scalp.
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