P&G beauty introduces reusable & refillable Al bottles

New reusable 100% Al bottle made using 60% less plastic

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Beauty
P&G Beauty announced the launch of its first ever reusable and refillable aluminum bottle system at scale, with its brands Head & Shoulders, Pantene, Herbal Essences and Aussie in Europe. Photo - P&G

On 23 October, P&G Beauty unveiled the latest in packaging innovation at the Reuters Business Summit. The company said its beauty category shared the newest packaging innovation across hair care brands like Head & Shoulders, Pantene, Herbal Essences, and Aussie in Europe, set to change the way consumers buy, use and dispose of their shampoo bottles. “This is an extension of our commitment to be a force for good and a positive force for beauty in the world,” it said.

Head & Shoulders

As announced at a live panel of sustainability experts at the Reuters Responsible Business Summit, guests at The Window to Act is Now: Advancing Responsible Beauty in Europe heard that in 2021, Head & Shoulders, Pantene, Herbal Essences, and Aussie would enable the 200 million European households to recycle, reduce and reuse the packaging. The leading beauty brands will launch a refill system for their shampoo due to a new reusable 100% aluminum bottle and recyclable refill pouch, made using 60% less plastic (per mL versus standard brand bottle).

P&G Beauty is on track to reduce virgin plastic usage by 50% in shampoos and conditioners by the end of 2021. Through collective efforts to reduce, reuse, and recycle, it will result in 300 million fewer virgin plastic bottles being produced yearly.

New packaging

Speaking at the event, Artur Litarowicz, senior vice president and general manager of Hair Care for P&G Europe, said, “We need to start turning the tide on the plastic waste crisis and there is no time to waste when it comes to protecting our planet. That is why I’m thrilled to announce a new packaging innovation called the ‘good refill system’. This will allow consumers to have the product they love now in a beautiful, reusable aluminum bottle and refill pouches as of 2021. This will be launched across Head & Shoulders, Pantene, Herbal Essences and Aussie. We know this is just the start. There is so much more to do, and I am passionate about P&G Beauty being a force for good across Europe as we step towards achieving our 2030 Responsible Beauty goals at pace.”

Chief sustainability officer Virginie Helias added, “We have committed to enable and inspire responsible consumption through innovation on our product and packaging. Our leading beauty brands in Europe touch millions of lives. This new packaging innovation will contribute to making the reuse of packaging irresistible, while enabling a reduction of virgin plastic according to P&G’s Ambition 2030 commitment. It’s no longer about if or what we can do, but how quickly we can do it – the window is now for embracing new sustainable lifestyles.”

Litarowicz and Helias were joined at the interactive panel discussion by the founder and chief executive officer at TerraCycle, Tom Szaky, head of Plastic Waste and Business at WWF, Erin Simon, and climate activist Clover Hogan, who provided their perspective on the role of brands to help turn the tide of the plastics crisis.

Tom Szaky commented, “I have long been a believer that a refill behavior is a big part of the future of sustainable packaging and the innovation announced by P&G Beauty today is a positive step in the right direction for the many millions of households Head & Shoulders, Pantene, Herbal Essences and Aussie serve. While there is of course more to be done, it’s great to see large companies such as P&G Beauty taking the issue seriously and using their scale to drive change quickly and impactfully.”

The Covid-19 pandemic led to the country-wide lockdown on 25 March 2020. It will be two years tomorrow as I write this. What have we learned in this time? Maybe the meaning of resilience since small companies like us have had to rely on our resources and the forbearance of our employees as we have struggled to produce our trade platforms.

The print and packaging industries have been fortunate, although the commercial printing industry is still to recover. We have learned more about the digital transformation that affects commercial printing and packaging. Ultimately digital will help print grow in a country where we are still far behind in our paper and print consumption and where digital is a leapfrog technology that will only increase the demand for print in the foreseeable future.

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