The Amazon exclusive refillable product will be trialled in the UK for a limited time only
Procter & Gamble’s Olay is trialling its bestselling Regenerist Whip moisturiser in a refillable pod form in the UK market.
Available exclusively from Amazon.co.uk, each Olay Regenerist Whip set (£38.50) will be sold with a full jar of the product as well as a refillable pod that can be fitted into the empty jar.
P&G says the trial could radically change the way UK women shop for and recycle beauty products in future, noting that this new way of shopping for skin care could help eliminate 94% of plastic jar waste in the beauty industry.
“Our journey to find sustainable solutions for our products starts from the fact that we hold a fundamental belief that brands have a responsibility to make a positive difference,” said Katharine Newby Grant, Vice President for P&G Northern Europe.
“The trial of the refillable Olay Regenerist Whip reflects our thinking that your beauty regime should not only be good for you, but also have a positive impact on the planet.”
She added: “Our goal is to find and adopt many more sustainable beauty packaging solutions, and Olay’s refillable package is just the first step.
“We’re on a journey when it comes to helping make beauty more sustainable and we’ve certainly made progress, but there’s lots more we can, and are doing, to help us all reduce our impact on the planet.
“As we continue our journey to find sustainable solutions for our products, it’s true that small steps can lead to monumental change. With the trial of the refillable Olay Regenerist Whip, we can tell we’re on the edge of something truly ground breaking that will revolutionise the way we shop for and recycle beauty products.”
With every purchase of Olay Refills, Olay will donate £5 of profits to its charity partner, Young Women’s Trust, a UK based feminist organisation working to achieve economic justice for young women.
The brand is also encouraging people to share what “refilling the planet with love” means to them and to reflect on their personal experiences during 2020 so far using the #RefillWithLove hashtag.