The project will use 2,600 tons of recycled plastic every year
Head & Shoulders will produce the world’s first recyclable shampoo bottle made from up to 25 per cent recycled plastic sourced from beaches, with half-a-billion bottles of Proctor and Gamble products following suit by 2018.
In partnership with recycling experts TerraCycle and SUEZ, the Head & Shoulders bottle will launch in France this summer as a limited-edition edition available to consumers in Carrefour supermarkets.
If you’re glancing around for design trends at this early a stage in 2017 then prepare to be hit with the craze for advancing the circular economy with sustainable materials, with Procter & Gamble following Adidas by recycling plastic waste taken from the sea.
P&G products represent more than 90 per cent of all the hair care bottles sold in Europe, with a portfolio of 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 Post Consumer Regrind (PCR) plastic in packaging for over 25 years, and today’s announcement is an important step in the company’s journey to meet its 2020 goal of doubling the tonnage of PCR used in packaging.
“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,” said Lisa Jennings, VP Head & Shoulders and Global Hair Care Sustainability Leader, P&G.
Founded in 2001, TerraCycle is the world’s leader in the collection and repurposing of hard-to-recycle post-consumer waste, ranging from used chip bags to coffee capsules to cigarette butts.
The waste is collected through free, national, brand-funded recycling programs, as well as various consumer and government-funded models then reused, upcycled or recycled into a variety of affordable, sustainable consumer products and industrial applications.
Each year, across 21 countries, TerraCycle collects and repurposes billions of pieces of waste, donating millions of dollars to schools and charities in the process.
