Innovation Spotlight: Getting Your Gloss On-the-Go with Aussie’s Launch, Oh My Gloss!

At P&G, we believe that the best ideas come from truly listening to the people who use our products. It’s the insights we gain from their experiences that guide us in creating products that make life a little better and easier, in small but meaningful ways.

Join us as we delve deeper into our P&G UK’s Innovation series, showcasing the exciting new solutions and products that have recently launched across the UK. Our brand teams are here to share the full story behind each breakthrough, from initial concept and consumer benefits to the dynamic strategies used to introduce them.

One standout product line lighting up the beauty aisles this year is Aussie’s Oh My Gloss collection, and we caught up with Nazla, Senior Brand Manager for Aussie, to hear more about this exciting innovation.

“Putting the consumer first was our priority. With Oh My Gloss, we recognised a beauty trend of ‘glass hair’ that was taking salons by storm, inspired by influencers,” says Nazla. “Our goal was to bring that glossy, salon-quality look to everyone, making it easy and accessible, because we believe in no-fuss hair care solutions.”

Aussie Oh My Gloss, a vibrant new line extension of the much-loved Aussie brand, made its debut across the UK throughout the summer, with Boots leading the launch in May. The collection taps into the huge beauty trend of glossy hair. “Our research shows that dry hair is one of the biggest hair concerns in the UK, with some people describing their hair on occasion as ‘not shiny’ or ‘like straw,’” Nazla shares. “Oh My Gloss directly addresses this by offering a solution that provides brilliant shine and deep moisture.”

The unique point of difference for Aussie Oh My Gloss is its “gloss on the go” philosophy. As Nazla explains, “Aussie’s equity is all about moisture and easy hair care. While others might offer gloss in your bathroom, we’re telling you to get your gloss ‘out and about.’ ‘Gloss and Go’ was our big theme.” This approach makes achieving shiny, hydrated hair perfectly suited to today’s busy lifestyles. From a superiority standpoint, the product’s formula is demonstrably high quality, and its eye-catching, shiny packaging truly stands out on the shelf.

The launch strategy for Oh My Gloss was as vibrant and energetic as the product itself. “We really wanted to get our ‘gloss on the go’ point of difference across,” Nazla notes. The team executed a comprehensive campaign, kicking off with a major influencer push. Creators began posting within the first two months, generating thousands of pieces of user-generated content to build hype.

Perhaps the pinnacle of the launch was the “Aussie Gloss Fest,” held in Bondi Green in mid-June and dubbed “the first festival of the season to hit London.” This day-long event welcomed attendees including creators, media, and publishers, creating an immersive festival experience.

The reception for Oh My Gloss has been brilliant, and according to Nielsen data from the past three months (w/c 24th November 2025), it ranks as the number two New Product Development (NPD) in the total haircare category since its launch. This is a strong achievement given it only launched in June. “It’s doing really well,” Nazla notes. “This innovation has come in and is a key driver of Aussie’s growth.”

Reflecting on her favourite part of the journey, Nazla highlights the scale of the launch. “This was one of our biggest launches for Aussie over the last couple of years. Bringing that scale to life via mass user-generated content and this big event was fascinating.” She also finds joy in the product’s inherent appeal: “The innovation makes sense. It’s a great point of difference and aligns so well with the brand equity. The collection name, ‘Oh My Gloss,’ is intuitive, fun, and the product is doing really well.”

Curious to experience the shine for yourself? You can find the Aussie Oh My Gloss collection in all major UK retailers nationwide. Get ready to embrace that “gloss on the go” look!