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.
“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.