P&G’s Herbal Essences adopts Eastman’s molecular-recycled plastic for shampoo and conditioner bottles

11 Nov 2021 --- Eastman and Procter & Gamble (P&G) have revealed that Herbal Essences will become the first P&G brand to use Eastman Renew molecular-recycled plastic in its packaging. The move will be followed by two new collections coming to market in January 2022.

Herbal Essences has launched five shampoo and conditioner collections in primary packaging made from Eastman Renew resins with 50% certified recycled plastic.

These new packages will also include standardized How2Recycle labels to clarify recycling instructions and encourage recycling behavior, particularly in the bathroom.

In August, P&G and Eastman revealed a “landmark agreement” to collaborate on initiatives to advance the recycling of more materials, encourage recycling behavior and prevent plastic from going to waste.

Investing in the circular economy
This launch is timed to coincide with America Recycles Day on November 15. It’s the first concrete step the companies are taking to leverage Eastman’s molecular recycling technologies and advance their shared commitment to the circular economy.

Five Herbal Essences bio:renew sulfate-free collections, including the Aloe Vera lineup, will be upgraded to Eastman Renew materials beginning this month.“It’s on all of us to make a difference and create a more environmentally sustainable future where plastics are truly recycled, reused and out of nature,” explains Herbal Essences principal scientist Rachel Zipperian.

“Making this package change to Eastman Renew materials reduces the brand’s dependence on virgin plastic and helps us bring the world one step closer to making plastic a circular resource. By including the standard How2Recycle label, Herbal Essences is encouraging people to recycle their empty bottles.”

Upgrading recycling tech
Eastman Renew materials are made via Eastman’s molecular recycling technologies using waste plastic that would end up in landfills without this technology, says the company.

These advanced recycling technologies complement traditional recycling, expanding the types and amounts of plastics that can be recycled. Advanced recycling gives materials an extended useful life and diverts plastic waste from landfills or the environment.

“We are delivering solutions to the plastic waste problem right now and look forward to the continued collaboration with P&G,” adds Chris Layton, Eastman sustainability director for plastics and circular solutions.

According to Rabobank, advanced recycling continues to flourish in 2021, despite criticism from NGOs and media reports challenging the cost-effectiveness and environmental performance of these technologies.

Strides in hair care packaging
The personal care sector, in particular, is making advances toward more inclusive packaging.

In 2019, Herbal Essences introduced technology to make its products more accessible to people with little to no vision.

Earlier this year, Domino Printing Sciences teamed up with P&G to help visually impaired consumers distinguish hair care products with tactile bottle markers on Herbal Essences bottles.

In April 2019, Herbal Essences and TerraCycle created recyclable shampoo and conditioner bottles made of 25% plastic sourced from beached waste.

Edited by Elizabeth Green

This feature is provided by Packaging Insights’s sister website, Personal Care Insights.

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