A new breakthrough in packaging technology could lead to a significant move toward environmentally responsible packaging in the personal care industry.

Unilever PLC has announced that it is adopting technology that will cut the amount of plastic it needs to use in each bottle by 15%. The technology, developed with Zotefoams PLC of Britain, injects tiny gas pockets into bottle walls, reducing the weight and amount of plastic used, without compromising robustness.

Unilever is reportedly introducing the technique first in its Dove body wash bottles, which — over the 33 million sold in Europe in 2013 — would mean a savings of 275 tons of plastic.

The multinational company then plans to expand the technique to other product lines. It will then also relinquish patent rights by 2015 so other companies that wish to employ the method can do so.