P&G Beauty Develops Renewable Packaging

Three global brands gear up for an eco-friendly facelift thanks to an innovative new packaging material.

Three of Procter & Gamble’s leading global beauty products are about to undergo a packaging makeover. Starting in 2011, select products from Pantene Pro-V, CoverGirl and Max Factor brands will arrive on store shelves dressed in an innovative new eco-friendly material—sugarcane-derived plastic packaging. The pilot program, which has been in development for more than three years, will be rolled out globally over the next two years.

“P&G’s goal,” says Ed Shirley, vice-chairman of P&G Beauty and Grooming, “is to leverage its science-based innovation and global scale to reduce the environmental footprint of its operations and products worldwide.”

He adds, “By starting to replace traditional, non-renewable petroleum-based plastic with renewable alternatives, we’re leading the industry in science-based sustainable innovation and demonstrating our commitment to sustainability.”

The initiative, according to P&G Beauty executives, was launched with the consumer in mind.

‘’This innovation is truly consumer-driven,” says Gina Drosos, group president, Global P&G Beauty. “As we talk with women around the world, they tell us that they want to make themselves more beautiful without making their environment less beautiful. With this new packaging innovation, women can have confidence that their favorite brands are helping to make a difference.’’

Jenny Rushmore, global sustainability leader for P&G Beauty and Grooming, says the company has been conducting research for some time with women and men around the world, and has learned that about 70% of people want environmentally friendly products, but without trading off on product performance, aesthetics or price.

“We’re launching this new packaging to meet the needs of consumers who want no trade-offs in their environmentally friendly products, so to the consumers, the product will look identical,” she notes, adding that the new sugarcane-derived packaging will not result in a price increase, either.

Rushmore explains that P&G selected sugarcane-derived plastic, as it is made from a renewable resource, unlike traditional plastic, which is made from non-renewable petroleum. The new material is made in an innovative process, which transforms sugarcane into high-density polyethylene (HDPE) plastic, a type commonly used for product packaging. The new plastic has the same look and feel as traditional plastic, and is still 100% recyclable in existing facilities.

“Packaging will still be 100% recyclable alongside traditional HDPE bottles, and will be able to be recycled at municipal recycling facilities.” It will continue to be labeled with a #2 plastic code, and will not need to be ‘sorted’ from other HDPE plastic,” she adds.

The new material will be provided by Braskem SA, a Brazilian supplier, that uses native, sustainably grown and harvested sugarcane. The facilities used to create the ethanol for the plastic run almost exclusively on renewable energy generated from the sugarcane by-products. “In fact,” says Rushmore, “they produce more energy than they need, which is returned to the Brazil electricity grid.”

Additional details of P&G Beauty’s plans for sugarcane-derived plastic packaging will be announced as the launch nears. Progress reports will be telling. “We’ll learn from the pilot in order to decide how we can reapply further,” says Rushmore.