The product will retail exclusively at Whole Foods from August, and via the Bulldog Skincare For Men website.
The brand suggests that the refill box, made from FSC certified recycled cardboard, will allow customers to use and reuse the refillable bottle within the pack, and reduces plastic packaging waste by 85% (by weight, compared to the Bulldog 200ml version).
“It’s our mission to do things properly at Bulldog and we are dedicated to minimising our paw print,” says the brand.
Leading the trend for ethical male grooming
Marking itself out as a brand with a more ethical, green profile could be a savvy move by Bulldog in an attempt to attract greater numbers of men to spend more on personal care and male grooming.
GlobalData, a market research provider, recently singled out BullDog’s strategy as indicative of a wider shift across the personal care industry in this direction.
“In light of the growing concern and attention sustainability-related issues are receiving, brands in the personal care space are under pressure to innovate into products which deliver effective results without compromising on sustainability,” the firm says.
Jamie Mills, Senior Consumer Analyst at GlobalData, comments: “For brands operating in male grooming and the wider personal care space, this creates new challenges as the war on single-use plastics continues to gain traction.
“While much media attention has focused on the impact of food and drink packaging, personal care products face similar packaging challenges from a sustainability perspective.
“The pressure is on for these brands to showcase their proactivity and awareness of the issue in their own product ranges and innovate accordingly to provide more responsible eco-friendly solutions.”
Series of sustainable efforts
Bulldog is somewhat of a leader when it comes to innovating with recyclable or sustainable product and packaging formats.
The brand says it has never used plastic microbeads in its products, meaning it was unaffected by the recent bans that have come into place against their use, due to their negative environmental impact.
Bulldog has also developed plastic derived from Brazilian sugarcane for its plastic tubes, meaning it is created from a renewable resource and avoids petrochemicals (which result in carbon dioxide emissions) completely.
Its most recent innovation in this space is its new bamboo razor: the handle is replaceable bamboo, the packaging is made from fully recycled stock, and the inks are ‘environmentally friendly’, according to the brand.