THE WHAT? Procter & Gamble has launched its hotly anticipated refill system across the UK, according to a report published by Edie.net. The initiative, announced last October, will be rolled out across all its European markets by the year’s close.
THE DETAILS The system comprises reusable aluminium bottles and refill pouches, which P&G claims can be recycled via kerbside collections in the UK.
The refills are available to buy across the US FMCG giant’s Pantene, Head & Shoulders, Herbal Essences and Aussie brands at Boots stores nationwide and will be launching in Waitrose and Superdrug to boot.
THE WHY? The launch chimes with P&G’s wider mission to half the amount of virgin plastic used in its hair care packaging this year and is aimed at making sustainable beauty the default, rather than the exception, driving consumer behavioural change.