The Swedish brand's Optifresh toothpastes now come in the recyclable, reduced-plastic tubes
Swedish beauty group Oriflame has chosen the Greenleaf 2 tube technology from Albéa for the global relaunch of its Optifresh toothpaste line.
The Optifresh brand now features five ready-to-be-recycled high-density polyethylene (HDPE) tubes with screw caps that leverage the proprietary technology, which has an even thinner web and up to 20% less virgin plastic in the sleeve.
Greenleaf 2 also offers high barrier protection to light, oxygen and moisture while saving energy.
“Oriflame stands for environmentally responsible products both in terms of the formulations and materials we use as well as the packaging we choose,” commented Wyn Thomas, Packaging Category Manager at Oriflame.
“The Greenleaf tubes are perfectly in line with our company philosophy and help us reduce environmental impact and improve circularity while providing best consumer experience.”
The Albéa technology enables the tubes to be recycled wherever local collection programmes are available and the second-generation tubes are recognised by the Association of Plastic Recyclers (APR) in North America, as well as by RecyClass and SUEZ.circpack in Europe. These certifications confirm that the tubes can be recycled within the existing HDPE bottles recycling streams.
“We are proud to support Oriflame deliver on their sustainable development goals and commitments, while pursuing our own ambition of achieving 100% recyclable or reusable packaging by 2025,” added Gilles Swyngedauw, Vice President Sustainability & Innovation at Albéa.