THE WHAT? Following the launch of Unilever’s largest refill pilot in Europe to date yesterday, P&G Beauty has now shared its latest packaging innovation.
THE DETAILS The US FMCG giant is launching a refill system for its leading beauty brands, Head & Shoulders, Pantene, Herbal Essences and Aussie, comprising a reusable 100 percent aluminum bottle and recyclable refill pouch made using 60 percent less plastic.
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.”
THE WHY? 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 as per 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.”