P&G Beauty has launched its new 100% aluminium reusable bottle and refill pouch across its hair care brands.  

The refill pouch has been made using 60% less plastic and is recyclable.

The new packaging system is part of P&G’s commitment to reduce the use of virgin petroleum plastic by 50% by 2030.

In addition, it has pledged to achieve 100% recyclable or reusable packaging by 2030.

The move will enable the company to reduce yearly virgin plastic bottles production by 300 million.

Europe Haircare senior vice-president and general manager  Artur Litarowicz said: “We need to start turning the tide on the plastic waste crisis and there is no time to waste when it comes to protecting our planet.

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“That is why I’m thrilled to announce a new packaging innovation called the ‘good refill system’.

“This will allow consumers to have the product they love now in a beautiful, reusable aluminium bottle and refill pouches as of 2021.

“This will be launched across Head & Shoulders, Pantene, Herbal Essences and Aussie. We know this is just the start.

“There is so much more to do, and I am passionate about P&G Beauty being a force for good across Europe as we step towards achieving our 2030 Responsible Beauty goals at pace.”

In April this year, the company announced the launch of all-paper, plastic-free, tube packaging for select Old Spice and Secret brand deodorants.