Saving water: tech or formulation? WATCH

By Lucy Whitehouse

- Last updated on GMT

With water reduction under the spotlight, will the trend be led by new technologies, or by innovative formulation?

L’Oréal’s recently announced collaboration with Swiss startup Gjosa sees the company launch a showerhead and specially formulated shampoos that together are able to reduce the amount of water used in shampooing.

Indeed, the company claims it reduces the amount of water and energy consumption by 70%.

This is one example where technology - the showerhead, developed by Gjosa - and forumation - the shampoos - are working in synergy to reduce water consumption.

It looks like like that such synergies will offer a rich vein of potential for the industry moving forward with water reduction, and sustainability more broadly.

We tip water reduction to be a major 2019 trend for beauty and personal care: watch this space.

Find our in depth look at the potential of water reduction as a trend for beauty here​. Discover a full report on L’Oréal and Gjosa’s partnership here​.

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