John Frieda Hair Care and beauty care brand Kao USA have launched a new packaging designed to reduce the impact on environment.

Named as Tube-Like-Pouch (TLP), the packaging features 50% less plastic compared to John Frieda 8.45oz tube.

Cincinnati-based Kao USA has developed and commercialised the packaging, which is claimed to be a first in the mass premium beauty industry.

The ultra-flexible material reduces product waste by allowing to squeeze out the last drop of product.

John Frieda is offering its Frizz Ease Daily Nourishment shampoo and conditioner and Sheer Blonde Highlight Activating shampoo and conditioner in the new TLP packaging.

The product is currently available exclusively for limited time in select 200 Walmart stores and

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Kao USA packaging engineer Aaron Woodard said: “This ground-breaking beauty application serves our consumers’ desire to transform their hair, while also reducing their impact on the environment.

“With Kao’s TLP, we have reliable functionality of a normal tube, but the lightweight flexible packaging also allows you to squeeze until the last drop. That eliminates plastic and product waste!”

The packaging is in line with Kao’s Kirei Lifestyle Plan announced last year.

Kao USA is a manufacturer of premium beauty care brands with its portfolios comprising Jergens and Curel hand and body lotions, Bioré facial care; John Frieda hair care and more.