P&G first revealed in June that Olay’s instantly recognizable red jar — filled with its best-selling Olay Regenerist Whip Face Moisturizer — may soon be refillable. And it’s a bold move, and an ideal way for a beauty brand to design more sustainable packaging. 

Marc Pritchard, chief marketing officer, P&G, made the announcement at the Sustainable Brands 2019 Conference in Detroit during the Brands for Good Panel (see the video).   In addition, David Taylor, chairman, president and CEO, P&G, took part in the World Economic Forum earlier this year, where the panel discussed TerraCycle’s Loop program — and why P&G was one of the first companies onboard with the game-changing initiative.

Now Olay’s first refillable moisturizer is finally available — but in a surprise twist, the jar is hot pink.

The limited-edition Olay Regenerist Whip Pink Ribbon Face Moisturizer + Single Use Refill launched today, on October 1, in sync with Breast Cancer Awareness Month. The launch is part of Olay’s three-month pilot test, designed to find out how willing consumers are to purchase and refill beauty packages.

The pink jar will no doubt attract the attention of consumers looking for pink packaging at this time of year, in support of various breast cancer awareness organizations.

Shown above are photos of Olay’s refillable jar and pods, details about the materials they are made from and how much plastic will be eliminated from the environment, and photos of its outer packaging. 

SEE THE SLIDESHOW ABOVE

SEE NEXT: Olay Launches Refillable Jar, Pink Ribbon Edition