Guhl Kids: Iconic Kao hair care brand launches new product line for children 

Kao is expanding the range of its iconic hair care brand Guhl and entering the category of care products for
children. With the launch of the new Guhl Kids line, Kao continues the successful repositioning of its iconic hair care brand, offering multifunctional and certified natural cosmetics that are specially tailored to the needs of parents and children.
 
Strengthening the Guhl brand positioning and Kao's consumer care strategy
 
"We are delighted that with the new Guhl Kids line, we can now offer the tangible quality and sustainability that Guhl and our products stand for specifically for children," says Anna Strohm, Brand Manager for Guhl at Kao. "Guhl is a brand that stands for closeness and trust, and with the launch of the New Guhl two years ago, we managed to anchor these brand values more firmly with our consumers. The launch of our Kids line is a consistent further development of this approach, as we are expanding our range for those who put trust first: parents and children. Our aim was to meet the highest demands of this target group and with Guhl Kids we are proud to offer high-quality, certified products with natural ingredients that are gentle on the skin and fun to use."
 
With the launch of Guhl Kids, Kao is not only expanding the range of its iconic hair care brand but is also driving its strategy for the consumer business. "Strong brands and initiatives are the main pillar of our successful work in the consumer care sector, alongside our close cooperation with retailers and our agile and integrated team," says René Heiligenstein, General Manager Consumer Care Business DACH at Kao. "Guhl plays a key role here as one of our strongly positioned, iconic hair care brands. As part of the launch of the New Guhl in autumn 2022, we were able to significantly expand our business with the brand in Germany, Austria and Switzerland, which speaks for the success of the positioning, but also the quality of our offering. As part of Kao's business strategy, our aim is to focus on brands and products that offer special added value for consumers - and Guhl Kids fits in perfectly with this."
 
Natural cosmetics certified product line available from August
 
The new Guhl Kids line is certified as natural cosmetics by COSMOS NATURAL. This guarantees that the
products are made from natural ingredients and are produced in an environmentally friendly way. The mild formulas are also pH skin-neutral, free from silicones, mineral oils and colorants and are particularly gentle on
children's hair and skin. 
 
The new Guhl product line consists of 3in1 shampoo, conditioner, and shower gel as well as 2in1 shampoo
and shower gel, which have been specially developed for the sensitive scalp and delicate hair of children. They are characterized not only by the familiar Guhl quality, but also by their child-friendly design. Guhl Kids is marketed in cooperation with Carlsen K, the children's media agency of Carlsen Verlag. Together, they created a Pixi book that accompanies children on their bathing adventures and playfully turns shared care time into a highlight.
 

The new Guhl Kids line will be available online, in selected drugstores and department stores from August.