Unilever-owned Dove has announced a commitment to plastic-free soap and 100 percent-recycled bottles in new initiatives that will avoid the use of 20,000 tonnes of virgin plastic globally per year.
The move is said to be an industry-leading development and part of its 2025 pledge to tackle plastic waste. According to Dove, the amount of virgin plastic it will save globally will be enough to circle the earth 2.7 times
The company is also set to launch a new reusable, refillable deodorant stick.
A press release stated, “Through a combination of alternative packaging materials, recycled plastic and investing in refill technology, Dove is driving a movement to create a new value for plastics and reduce the volume of plastic it produces.”
Dove will launch limited edition celebratory packs starting from January 2020, supported by in-store, digital and influencer campaigns, in a bid to raise consumer awareness of the initiative.
Chris Barron, VP Beauty & Personal Care, Unilever UK&I said, “As one of the biggest and best-loved beauty brands in the UK & Ireland, this announcement will have a significant impact on reducing our plastic consumption and means we’ll be driving real change within the beauty and personal care category.
“By making fundamental differences to the way we package our Dove products, we are making it easier for consumers to choose a more sustainable beauty and personal care brand, which we know is important to many of our Dove shoppers.”