Procter & Gamble launched a limited-edition shampoo in Southern California. The shampoo bottle uses a novel form of additional packaging that can remind consumers to reduce shower time to save water. This combination of consumer experience and innovation is rapidly leading to new consumer trends in the consumer market.

You may be familiar with some of Procter & Gamble's innovative technologies for sustainable development, such as the latest one made of beach plastic shampoo bottles. But do you know that Procter & Gamble uses another innovative technology that encourages consumers to use sustainable packaging?

Procter & Gamble Company has realized that water plays an important role in the production and consumption of its products. After decades of development, Procter & Gamble has focused its environmental R&D efforts on water-related fields. These include the development of products with lower water content and products that require less water, and have been working hard to support and ensure the safety and cleanliness of drinking water.

The limited edition Pantene shampoo bottle is fitted with a 5- minute hourglass to remind consumers to reduce shower time

In November 2016, Procter & Gamble collaborated with the creative agency Pereira & O'Dell to launch an event using its Pantene Pro-V shampoo designed to encourage Southern California consumers to reduce water use during showers. Statistics show that showers account for about 17% of household water consumption, averaging about 10 minutes. To help California conserve water, the California Water Association and the California Department of Water Resources and the SaveOurWater.com website recommend reducing the shower time to five minutes, saving about 12.5 to 25 gallons of water per shower.

In order to allow Southern California consumers to check their shower time at any time, Procter & Gamble launched a limited edition package Pantene Pro-V for its 17th section of the 12.6 oz. shampoo Pantene, with a 5-minute hourglass timer attached to the package. This hourglass timer was developed by Prereira & O'Dell and was fixed on shampoo bottles using silicone. When the consumer dumped the shampoo and fastened the cap, the hourglass timer started counting down for 5 minutes. This silicone is not only removable but it can be reused on any other Pantene Pro V12.6 ounce bottle.

"glass hourglass" is fixed on shampoo bottles with silicone

The shampoo bottle works with the new formulation of Pantene Pro-V Shampoo to quickly irritate the foam and it can be rinsed immediately. Conditioners can be easily dispersed on the hair and can also be rinsed immediately.

The Vons supermarket in Los Angeles has been successful in selling this shampoo through social media, with more than 13.30 million views and more than 211.8 million consumers. Since the event, other parts of Southern California, especially San Diego, have been asking Procter & Gamble to include it in their marketing plans.