Gillette has cut plastic packaging from its core razor line-up in place of a cardboard alternative.
The fully recyclable packs, made with responsibly sourced paper and recycled materials, are expected to reduce the P&G-owned shaving brand’s plastic waste by around 66,000kgs.
The move comes after a shopper survey by Gillette found that recyclable packaging was one of the most important factors when deciding to buy a bathroom product.
Meanwhile, almost 70% of respondents admitted that they would be more interested in buying a product if it was housed in sustainable materials.
“AAs the biggest brand in male grooming we know we have a responsibility to drive significant change in the category and these upgrades across our packaging and razors are the first significant step in that journey,” the brand’s Director Matt Thomas told the news outlet.
"There’s always more to be done, but through this, and our ongoing razor recyclable programme with TerraCycle, we’re making progress," he added.
Meanwhile, Gillette’s decision is part of a broader commitment to sustainability to cut back on resources by 2030.
This will include reducing its environmental footprint in areas such as packaging, product waste, water conservation and manufacturing operations.
The brand’s new-found commitment to sustainability follows in the footsteps of male grooming competitor Bulldog.
The British brand, founded by Simon Duffy, has housed its razors in cardboard packaging since entering the market in 2018.
Last year, Bulldog launched a new glass razor made from 70% recycled beer bottles and certified five more of its moisturisers carbon neutral earlier this month.
