P&G raises environmental sustainability bar with paper-packed hair care solutions

14 Jun 2022 --- Procter and Gamble (P&G) has launched high-performing shampoo and conditioner bars in Europe at the Reuters Responsible Business Summit. The new line will be packaged in paper-based boxes made of FSC-certified paper due to consumer demand for plastic-free packaging.

Due to the high concentration of the product, one bar enables users to replace two bottles of shampoo, resulting in a long-lasting, cost-friendly product.

According to market research conducted by P&G, 65% of buyers generally look for a more environmentally friendly product: fewer chemicals and less cruelty. Since 2021, P&G has halved its virgin plastic usage, which means that the environment is spared the production of about 300 million virgin plastic bottles – or about 10,000 metric tons – annually.

Corporate responsibility
Recent data by Innova Market Insights shows that around 50% of consumers in Germany pay close attention to the environmental sustainability claims on packaging, while approximately 45% of consumers believe that FMGC companies have the most responsibility and influence in fixing the plastic pollution crisis.

This line is an effective solution for buyers who want to continue using their favorite brands and contribute to the well-being of the planet, says the company.

“Businesses, governments and households have all got an important part to play in tackling this [plastic pollution’s impact on the environment],” says Paula Chin, sustainable materials specialist at WWF UK.

P&G beauty worked with WWF UK ahead of the Reuters Responsible Business Summit to understand attitudes toward brand responsibility for reducing plastic waste. “Consumers are rightly concerned about this issue,” Chin explains, “so it’s great to see P&G playing its part to drive down the use of plastics in this new range of products.”

Brands within the P&G family promise these bars offer the same nourishment liquid products currently provide.Benefits and convenience
Knowing that gripping a wet bar of soap is no easy task, experts designed these alternatives to traditional shampoo and conditioner to lessen this struggle: the result is bars that offer a good grip for comfortable washing.

Equipped with a built-in cotton rope for shower storage, P&G means to create a beneficial influence in the industry and simultaneously “elevate their haircare experience,” according to Artur Litarowicz, head of P&G Beauty Europe.

Leading brands such as Head & Shoulders, Pantene, Herbal Essences and Aussie offer these bars in a range of different scents, all promising the same nourishment liquid products currently provide.

One of the biggest attractions is the concentration of the product. With one bar equaling about 500 ml of shampoo, these bars last much longer than a plastic bottle and are considered cost-friendly because of this benefit.

Head & Shoulders also pioneers its anti-dandruff formula as a solid shampoo bar, aiding millions who suffer from dandruff. In addition, Aussie distinguishes itself in the field by being one of the first brands to launch a conditioner bar.

P&G’s environmental commitment
Taking P&G’s 2021 release of the reusable bottles and refills into consideration, together with the objective of offering all products in 100% recyclable or reusable packaging by 2030, P&G aims to decrease the plastic pollution responsible for a large part of our environmental crisis.

This line of products, together with P&G’s footprint in millions of European households, ensures an impact on the contributions of environmental sustainability in cosmetics manufacturing.

By Mieke Meintjes

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