Nou (Next of Us) is a new Gen Z haircare brand from P&G that offers affordable solutions for textured hair. The brand caters to the needs of those with curl types 3A to 4C and Walmart (where the brand is currently exclusively sold) helped to co-create the brand in less than a year.
Products from the brand that spotlight shea butter, avocado oil and coconut oil as natural ingredients are all priced at under $7, and QR codes on the packaging help to provide shoppers with information about hair porosity.
Nou recognizes that 50% of Gen Z consumers are non-white and 75% of them define themselves as having textured hair. As the population becomes more and more multicultural, this range of youthful haircare products promises to serve Gen Z well.
Why This Trend Is Growing
- Affordable Textured Haircare
- There is an opportunity for affordable haircare brands to focus on cater to the needs of Gen Z with textured hair.
- Natural Ingredient-based Haircare Products
- Haircare brands can focus on introducing natural ingredients such as shea butter, avocado oil and coconut oil as key ingredients to their products.-
- QR Codes on Haircare Packaging
- Haircare brands can add QR codes on packaging to increase consumer education on the product and help them make informed purchasing decisions.
Industries Being Reshaped
- Beauty and Cosmetics
- Beauty companies can introduce new lines of haircare products to cater to the needs of diverse consumer populations with textured hair.
- Retail
- Retailers can exclusively partner with niche haircare brands to provide affordable haircare solutions for Gen Z consumers with textured hair.
- Technology
- Tech companies can collaborate with haircare brands to develop innovative solutions to help educate consumers and provide personalized product recommendations based on individual hair porosity.
