Products across Head & Shoulders, Pantene, Herbal Essences and Aussie will adopt the new technology from 2021
Consumer goods giant P&G has set its sights on a greener future with the launch of its new refillable packaging.
Set to launch in 2021, Head & Shoulders, Pantene, Herbal Essences and Aussie will adopt the refill system for its shampoo products.
The products can be purchased in aluminium bottles and then refilled with recyclable refill pouches, made using 60% less plastic.
Speaking at The Window to Act is Now: Advancing Responsible Beauty in Europe, where the initiative was announced, P&G’s Senior VP and General Manager of Haircare, Artur Litarowicz, said the beauty industry needs to start “turning the tide on plastic waste”.
He added: “That is why I’m thrilled to announce a new packaging innovation called the ‘good refill system’.v
“This will allow consumers to have the product they love now in a beautiful, reusable aluminium bottle and refill pouches as of 2021.
“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.”
P&G also said it is on track to reduce virgin plastic usage by 50% in shampoo and conditioner bottles by the end of 2021.
P&G’s Chief Sustainability Officer, Virginie Helias, added: “We have committed to enable and inspire responsible consumption through innovation on our products 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.”
She continued: “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.”