Unilever has unveiled reusable packaging innovations across nine of its brands, including four new product formats. The new products will be trialled on Loop, a new first-of-its-kind, waste-free global shopping system.

Loop is an innovative new business model, bringing together a coalition of consumer goods companies and recycling leader TerraCycle.

How does it work? Premium durable packaging is delivered directly to the consumer — then it is returned and refilled.

The platform will also offer the opportunity to work with others at scale to test reuse models, Unilever says,  and shift consumer behavior — in an effort to help make circular packaging systems commercially viable.

Dove, Degree, and AXE Test A Refilable Deodorant Stick

Three Unilever brands will be the first to test new formats within the Loop system — Dove, Degree, and AXE.

These brands will test a premium, refillable deodorant stick called minim. Made from stainless steel, the design is minimal, compact and sustainable, offering a new consumer experience without any unnecessary materials. 

Dependent on usage, the product will last on average one month, with the packaging designed to last at least 100 cycles. This means that each pack is expected to last about eight years, with the potential to save up to 100 packs from being thrown away.

In addition, Unilever’s premium skincare brand REN Clean Skincare, Love Beauty and Planet, Love Home and Planet, Seventh Generation, and the food brand Hellmann’s, will all trial new reusable packaging made from aluminum and glass.

Truly Circular By Design

Unilever’s participation in Loop complements its existing efforts to create a plastic system that works and a packaging system that is truly circular by design.

In 2017, Unilever committed to all of its plastic packaging to being reusable, recyclable or compostable by 2025. Good progress has been made against these targets, with absolute packaging volumes flat since 2010, despite the business growing significantly over this period. However, Unilever is determined to further reduce its use of single-use plastics.

Alan Jope, CEO of Unilever said: “We want to put an end to the current “take-make-dispose” culture and are committed to taking big steps towards designing our products for re-use. We’re proud to be a founding partner of Loop, which will deliver our much-loved brands in packaging which is truly circular by design.”

We are excited to see what will come next. Stay tuned.