P&G has announced the launch of the world’s first recyclable shampoo bottle made from up to 25% recycled beach plastic.
The brand chosen for the world-first is Head & Shoulders, which will release a black bottle into French retailer Carrefour this summer. The bottle was created in partnership with US recycling company TerraCycle and French utility company Suez.
The bottle is made with post-consumer recycled beach plastic. The plastic is manually collected by volunteers and NGOs, which scour beaches for waste.
Lisa Jennings, Vice President, Head & Shoulders and Global Hair Care Sustainability Leader at P&G, said: “We felt that the leading shampoo brand in sales should lead in sustainability innovation and know that when we do this, it encourages the entire industry to do the same.”
In addition to the bottle, P&G said that by the end of 2018, more than half a billian of its bottles per year in Europe will be made of up to 25% post-consumer recycled plastic. This figure is more than 90% of all hair care bottles sold in Europe across the P&G portfolio.
The project will use 2,600 tonnes of recycled plastic every year – the equivalent of eight loaded Boeing 747 jumbo jets.
