The FMCG giant claimed this was a ‘world first’, as well as the world’s largest production run of recyclable bottles made with post-consumer recycled (PCR) beach plastic.
It also involves establishing a supply chain that involves the support of thousands of volunteers and hundreds of NGOs collecting plastic waste found on beaches.
P&G will work on the project with recycling firm TerraCycle and SUEZ, and the limited-edition H&S bottle will be this summer in France.
Additionally, P&G 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 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 – the same weight as eight fully loaded Boeing 747 jumbo jets.
P&G has been using PCR plastic in packaging for over 25 years, and this initiative is part of the steps to achieve its Corporate 2020 goal of doubling the tonnage of PCR plastic used in packaging.
Lisa Jennings, vice president, Head & Shoulders and global hair care sustainability leader, P&G, said: “We felt that the leading shampoo brand in sales should lead in sustainability innovation and know that when we do this, it encourages the entire industry to do the same. We’ve been fortunate to work with such great partners in TerraCycle and SUEZ to make this vision a reality.”
According to the Ellen MacArthur Foundation (EMF) 95% of the value of plastic packaging material, worth $80-120 billion annually, is lost to the economy and on the current track, there could be more plastics than fish in the ocean (by weight) by 2050 Virginie Helias, vice president of global sustainability, P&G, said: “Increasing the use of recycled plastic in the packaging of our flagship brands, like Pantene and Head & Shoulders, makes it easier for consumers to choose more sustainable products, without any trade-offs.”
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