Beyond the Bottle: How Gemz is Redefining Haircare for the Modern Consumer

At Procter & Gamble, innovation is driven by a relentless pursuit of solving meaningful consumer challenges and transforming everyday experiences. A prime example of this commitment is the launch of Gemz, P&G’s revolutionary new hair care brand, set to redefine the hair wash routine.

Addressing Modern Haircare Needs

The journey to Gemz began with a deep dive into widespread consumer desires for more flexible, efficient and effective haircare. For years, users have sought solutions for issues like product buildup, the inconvenience of bulky bottles cluttering showers, and the desire for routines that seamlessly adapt to busy schedules.

Robert Reiss, Brand Vice President, North America Hair & Disruptive Innovation, notes, "Consumers are loving the Gemz experience because it's fun and flexible — adapting to their unique needs without sacrificing cleaning or conditioning performance." This insight is fueled by 14 years of dedicated research and development, aiming to create a solution that truly delivers.

A Breakthrough in Formulation Science

Gemz introduces a first-of-its-kind, water-activated shampoo and conditioner format. This innovative approach offers a concentrated, single-dose tile, designed to deliver 100% active ingredients. By focusing on essential components, Gemz provides a unique haircare experience.

John Scarchilli, Director of Hair Care Scientific Communications, explains the core of this innovation: "Each Gem is made of intricately spun threads — creating a porous, high-surface-area matrix that dissolves rapidly when exposed to water." This scientific precision ensures a visibly smoother, lighter and buildup-free result. Early testers reported extended wash-day results, allowing them to go an extra day between washes, demonstrating the exceptional value and reduced consumption this concentrated form provides.

This breakthrough builds on P&G researchers' longstanding work to develop and refine dry product forms that give distinct benefits, following the positive response seen with innovations like Olay Melts in skincare.

Designed for the Modern Lifestyle

Beyond its scientific prowess, Gemz was meticulously designed for the realities of today's fast-moving consumers. The hexagonal shape provides an easy grip in the shower, even with wet hands, while hooked packaging ensures simple storage, keeping your shower tidy. Its compact, TSA-approved format makes it ideal for travel, whether you're packing for a weekend getaway or a business trip, and perfect for gym bags or any on-the-go routine, truly living up to its promise of "perfect for routines that don't stay in one place." Reiss emphasizes, "Gemz can help enable even better cleaning performance and reduce excess buildup. Plus, the customizable, travel-friendly design fits seamlessly into their fast-moving, ever-changing routines."

The Future of Personalized Hair Care

Gemz offers a comprehensive range of five shampoos and five conditioners, all designed to be mixed and matched. This allows consumers to customize their routine based on their hair's changing needs — whether they need extra volume for a big presentation, deep hydration after a day at the beach, or frizz control for a humid climate. This flexibility, combined with its high-performance, marks Gemz as a brand committed to innovation and adapting to evolving consumer demands.

Sarah Absher: An Innovator’s Journey

Sarah Absher’s journey as an innovator at P&G is a testament to her dedication to solving complex consumer problems and pushing the boundaries of product development. As an R&D Director and Principal Scientist in Hair Care, Sarah has spent 17 years at the company, shaping the future of iconic brands like Pantene, Head & Shoulders, Herbal Essences, Aussie and Native, with a particular focus on new-to-the-world products.

Her passion for innovation is rooted in a deep understanding of scientific principles applied to consumer needs. “Our jobs are innovative because we are focusing on new solutions for consumer problems, using the principles of chemistry, physics and biology, but applied to a consumer application,” she shares. Sarah’s work in Shampoo Process Design often involves overcoming manufacturing constraints to bring groundbreaking formulations to market. Her involvement in the development of Gemz Hair Care exemplifies her commitment to delivering previously unlikely consumer experiences by combining expertise from chemistry innovation with manufacturing innovation.

Absher believes that effective problem solving is a collaborative endeavor, emphasizing the power of diverse perspectives. She champions a "problem-first" approach, always asking "How Might We" instead of accepting limitations. “When we think we can't do something, I tend to ask, 'How Might We,' instead of saying 'No,' or 'That's not possible,' or 'We tried that before, but it didn't work,'” she states. This mindset has been crucial in inventing entirely new processes and products where no solutions existed, such as the unique manufacturing process for Gemz that marries liquid processing with assembled paper-making techniques.