P&G Targets ‘Mind-Altering’ Body Care To Anxiety-Stricken Gen Z; Cosmetics Launch News In Brief

  
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P&G launches Quiet & Roar. Plus, LA influencer Julie Sariñana takes the “nasties” out of nail polish, Coty will roll out touchless fragrance testing, and Colgate’s Softsoap now comes in tablet form.

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Formulated with transporting essential oil scents, Procter & Gamble Co.’s new Quiet & Roar line of “mind-altering” body washes, scrubs and lotions is targeted to the 91% of Gen Zers who suffer from anxiety, based on an October 2018 study from the American Psychological Association. “Relax your soul. Quiet your mind. Roar on,” says P&G in its 13 July release. Personal-care brand vice president Isabel Pimentel states, “Creating mental space requires freeing our minds from the noise of everyday stressors” – the APA cites sexual harassment and gun violence as societal ills that afflict Gen Z – “and shifting our energy to soothe our soul.” Quiet & Roar products are available exclusively at Target stores and Target.com in variants including RELAX in Lavender + Spirulina, AWAKEN in Peach + Green Tea, and SOOTHE in Coconut + Banana Milk, priced at $8.99 apiece.

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