limited-edition shampoo bottle available exclusively at carrefour
Over recent years there have been several household brands announcing partnerships with ground-breaking companies developing innovative and sustainable materials including Adidas, Unilever, Coca-Cola and Timberland. The latest big brand collaboration is Procter & Gamble, owners of the world's best-selling shampoo brand, Head & Shoulders who announced in Davos at the World Economic Forum that they are producing the world's first recyclable shampoo bottle made from 25% recycled beach plastic.
In partnership with recycling experts TerraCycle and SUEZ the bottle will launch in France this summer as a limited-edition Head & Shoulders bottle available exclusively in retail giant Carrefour.
image courtesy of proctor & gamble
P&G also announced that in Europe by end of 2018 more than half a billion bottles per year will include up to 25 percent post-consumer recycled plastic. This represents more than 90 percent of all the hair care bottles sold in Europe across P&G’s hair care portfolio of flagship brands such as Pantene, Head & Shoulders and Aussie.
P&G has been using post-consumer recycled plastic in packaging for over 25 years, and today’s announcement is an important step in the company’s journey to meet its Corporate 2020 goal of doubling the tonnage of PCR plastic use in packaging.
Initiatives like this one by P&G are proof that issues of sustainability are at the forefront of strategic decision-making for multi-national brands and retailers looking to be competitive in the future. Consumers are demanding transparency and purposeful action on the issues they care about and brands and retailers are understanding the economic advantage of seeking out sustainable solutions.