Image source: Aurélia Dubois, Unsplash
P&G launches solid shampoo in paper-based packaging
Thomas Reiner | 30.06.2022
Thought and done holistically: Consumer goods giant Procter & Gamble (P&G) now offers solid products in recyclable and FSC-certified paper boxes for four of its hair care brands that have generally been offering liquid care products in plastic bottles. This is another step the company is taking to reduce its use of plastic. And it shows how meaningful creative and holistic concepts are that think product and packaging together.
P&G is initially implementing the new product concept for its Head & Shoulders, Pantene, Herbal Essences and Aussie brands. In addition to shampoo, the company is now offering conditioner in solid form for the first time.
The new solid shampoo bars are optimised for easy handling and also feature an integrated cotton rope that can be used to hang the care product in the shower.
According to the company, each shampoo bar is equivalent to the contents of two 250 ml bottles in terms of care performance. The bars are packaged in boxes made of FSC-certified paper, which can be disposed of in the waste paper cycle after use.
With the switch to fibre-based packaging made possible by the new product concept, P&G is paying towards its goal of reducing the consumption of new plastic by 10,000 tonnes annually. This is equivalent to around 300 million 250 ml bottles.
P&G’s push is on the cutting edge and offers a great example of how consistent and on-target a holistic approach can be. The pressure for more sustainability does not have to stop at the product or the packaging. If you think both together, you have a lot of leverage. The result is more than just the sum of the individual efforts. Accordingly, P&G is consistently rebuilding its product portfolio. Thumbs up!