P&G ‘world first’ recyclable shampoo bottle: multinational’s European packaging pledge

By Lucy Whitehouse

- Last updated on GMT

P&G ‘world first’ recyclable shampoo bottle: multinational’s European packaging pledge

Related tags Recyclable materials Sustainability Recycling

Procter and Gamble has announced that its Head & Shoulders brand is set to produce the ‘world’s first’ recyclable shampoo bottle, made from up to 25% recycled beach plastic.

In partnership with recycling experts TerraCycle and SUEZ, the consumer goods giant states that this innovation will be available in France this summer as a limited-edition H&S bottle available to consumers in Carrefour, one of country’s major retailers.

It’s a step on the way to a fully sustainable business model advancing a circular economy, the company says, noting that it will be the world’s largest production run of recyclable bottles made with post-consumer recycled beach plastic.

P&G says it’s “a first major step in establishing a unique supply chain that involves the support of thousands of volunteers and hundreds of NGOs collecting plastic waste found on beaches.​”

European pledge on packaging

On top of its shampoo bottle launch, P&G also announced that in Europe by end of 2018, more than half a billion bottles per year will include up to 25% post-consumer recycled plastic.

This, it says, represents more than 90% of all the hair care bottles sold in Europe across P&G’s hair care portfolio of flagship brands like Pantene and Head & Shoulders. The project will require a supply of 2,600 tons of recycled plastic every year.

“P&G has been using PCR plastic in packaging for over 25 years, and today’s announcement is an important step in the company’s journey to meet their Corporate 2020 goal of doubling the tonnage of PCR plastic used in packaging,​” it states.

An ‘exciting step forward’

The initiatives - the recyclable shampoo bottle and P&G’s packaging pledge for Europe - come as a result of a partnership between the consumer goods giant and two recycling leaders: TerraCycle and SUEZ.

This partnership between SUEZ, TerraCycle and P&G represents an exciting step in the creation of a world first for consumers, a recyclable shampoo bottle made of beach plastics,​” said Jean-Marc Boursier, Group Senior Executive VP in charge of Recycling & Recovery Europe, SUEZ.

Tom Szaky, CEO, TerraCycle, said: “creating the world’s first recyclable shampoo bottle with beach plastics is a start of an important journey. With the circular economy gaining more traction, we hope that other global brands will work with green suppliers and use their influence to drive change for the benefit of the environment.”

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