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P&G Combats 'Mass Disruption' With Slew of Digital-First Products at CES

Presenting for the first time at the annual event on Sunday, the CPG giant detailed factors that lead it to think differently about brand innovation.



"Two-thirds of the global population will experience water stress by 2025," Fish said, appearing to cite UN data. "The water crisis and other environmental challenges will change the way people live and consume, which brings massive opportunities for innovation."

Part of P&G's answer to the problem is a new home and personal care brand called DS3, which currently has a campaign running on IndieGoGo. The label, spanning hand soap to shampoo and laundry detergent, is billed as "liquid-free" — meaning the products can work without water —  and aims to eliminate "80% of the waste, 70% of the space and 75% of the emissions" that go into producing similar offerings, according to Fish.

"This technology could transform many product categories," Fish said.

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Tweet me: "Two-thirds of the global population will experience water stress by 2025," Kathy Fish, @ProcterGamble's chief research development and innovation officer. #PGLifeLab @CES

KEYWORDS: water stress, ces, Procter & Gamble, NYSE:PG

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