Procter & Gamble has partnered with materials specialist Eastman to use Eastman Renew molecular-recycled plastic in the packaging for its Herbal Essences brand.
The hair care label will be the first of P&G’s brands to use the environmentally-friendly material in its primary packaging.
From this month, Herbal Essences will introduce shampoo and conditioner collections in primary packaging made from Eastman Renew resins with 50% certified recycled plastic.
The new hair care packs follow an August 2021 agreement between P&G and Eastman to collaborate on initiatives to advance the recycling of more materials, encourage recycling behaviour and prevent plastic from going to waste.
The launch also coincides with this year’s America Recycles Day, which takes place today (15 November).
Five Herbal Essences bio:renew sulfate-free collections, including the Aloe Vera line-up, will be upgraded to Eastman Renew materials beginning this month. These will be followed by two new collections coming to market in January 2022.
These new packages will also include standardised How2Recycle labels to clarify recycling instructions and encourage recycling behaviour, even in the bathroom.
“It’s on all of us to make a difference and create a more sustainable future where plastics are truly recycled, reused and out of nature,” said Herbal Essences’ Principal Scientist, Rachel Zipperian.
“Making this package change to Eastman Renew materials reduces the brand’s dependence on virgin plastic and helps us bring the world one step closer to making plastic a circular resource.
“By including the standard How2Recycle label, Herbal Essences is encouraging people to recycle their empty bottles.”
Eastman Renew materials are made via Eastman's molecular recycling technologies using waste plastic that would otherwise end up in landfill.
The technology is said to complement traditional recycling, expanding the types and amounts of plastics that can be recycled.
“We are excited to see our partnership with Procter & Gamble reach consumers’ hands with the launch of these Herbal Essences packages,” added Chris Layton, Eastman’s Sustainability Director for Plastics and Circular Solutions.
“We are delivering solutions to the plastic waste problem right now and look forward to the continued collaboration with P&G as a leading partner.”