Procter & Gamble Beauty has launched its first reusable and refillable aluminium bottle system across shampoo brands in the UK.
The refill format utilises reusable aluminium bottles as well as recyclable refill pouches, which are made using 60% less plastic than the standard brand bottle. P&G say that the pouches can be recycled through kerbside collections in the UK.
P&G is using the format to house selected Aussie, Head & Shoulders, Herbal Essences and Pantene lines in the UK. Aluminium bottles and refill pouches for all four brands have launched at Boots stores and on the Boots website this week, with roll-outs also underway at Waitrose & Partners and Superdrug. Bottles have a RRP of £9.99 and the RRP for pouches starts at £4.
When the packaging format was first unveiled last October, P&G’s chief sustainability officer Virginie Helias said it formed part of the company’s mission to “make sustainability irresistible”, driving consumer behaviour change as well as progress towards its own sustainability targets.
A recent survey of 2,000 UK adults, commissioned by P&G, found that three-quarters want their bathroom routine to be more sustainable, but that many believe that reducing plastic would require extra effort or costs. A total of 46% said they would like to be shown simple changes to their existing routine.
P&G Beauty is aiming to halve the amount of virgin plastic used in shampoo and conditioner packaging this year.
Rosa Medea is Life & Soul Magazine’s Chief. She writes about lifestyles including sustainable and green living. She also offers content services to businesses and individuals at Rosamedea.com