P&G to trial all-paper tube packaging for Old Spice and Secret deodorants
Global consumer products group Procter & Gamble is to trial all-paper tubes for its Old Spice and Secret deodorant brands in a major new sustainability initiative.
The new packs will launch in 500 branches of Walmart in the US in May and will be rolled out further if the trial is a success.
“We co-designed this package with consumers who are interested in cutting back on plastic waste,” said Freddy Bharucha, Vice President of Personal Care, P&G Beauty, in a statement.
“The majority of Gen Z consumers have high expectations for environmentally friendly products.”
Anitra Marsh, Associate Director of Global Sustainability and Brand Communications, P&G Beauty, said: “If we convert just 10 percent of our current deodorant packages to recycled paper or another recyclable material, it could eliminate up to 1.5 million pounds (around 750,000kg) of plastic waste annually,”
“This is just one example of how we are trying to make a difference and build a more sustainable future.”
According the P&G, the paper tube package, made of 90% recycled paper, is certified by the Forest Stewardship Council and features a “push up” design that would replace some of P&G’s plastic stick deodorant cannisters.
The paper tube package is one of several ideas that P&G has initiated in hopes of reducing plastic waste. Earlier this year, it reduced the amount of plastic in its Secret antiperspirant and deodorant cannisters by eight percent, saving 900,000 pounds of plastic waste.
In October, P&G began selling a limited edition of its best-selling Olay Regenerist Whip with a refill pod that reduces 94 percent of plastic waste. Additionally, it was the first company to join TerraCycle’s LOOP program, which is testing “collect and refill” packages through an e-commerce platform in select cities worldwide.
Both P&G and Walmart have publicly declared aggressive goals in sustainability. By 2030, P&G Beauty’s brands have committed to using 100 percent recyclable or reusable packaging while reducing the use of virgin petroleum plastic by 50 percent.
By 2025, Walmart is committing zero waste to landfill for its operations in the U.S., U.K., Canada and Japan.
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The Old Spice and Secret stick deodorants will feature a push-up mechanism in their all-paper packaging and have been designed in collaboration with consumers, according to P&G.