THE WHAT? L’Oréal Paris Elvive has announced that it will deliver bottles that can not only be recycled but will be made from 100 percent recycled plastic also, saving 7000 tonnes of plastic globally every year.

THE DETAILS The commitment follows research commissioned by the hair care brand that discovered that 32.8 million Brits still struggle with the idea of recycling bathroom products and some three-quarters prioritise effectiveness over sustainability.

 “We are evolving Elvive inside and out,” said Laure Lemarquis, CSR and Sustainability Director, L’Oréal Consumer Products Division. “In addition to the sustainability of our bottles, we have also explored how our product on the inside could make a difference: our formulas will be using only the most effective, biodegradable and, as always, ethically tested ingredients.

“Elvive is a good example of an end approach to sustainability at product level. From a formula with less impact on ecosystems through improvements in biodegradability, to packaging working towards circularity by using 100 percent recycled plastic whilst making it clear that a bottle is recyclable thanks to the eco-designed label. And not forgetting the production in a carbon neutral factory, an approach now used for all L’Oréal Paris Elvive products.”

THE WHY? These changes are aligned with the L’Oréal Group’s sustainability ambitions for 2030, L’Oréal for the Future, which includes a commitment for all packaging to be either recyclable, reusable, refillable or compostable by 2025 and to only use plastic from recycled or biobased sources by 2030.