Procter & Gamble (P&G) brand Head & Shoulders (H&S), in collaboration with TerraCycle and Suez, is planning to produce recyclable shampoo bottles from plastic waste found on beaches.

To be available across Carrefour stores in France this summer for a limited period, the bottle will feature up to 25% post-consumer recycled (PCR) plastic.

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The plastic waste, required to manufacture the H&S bottle, will be collected by several volunteers and non-governmental organisations (NGOs).

With the newly announced partnership, P&G also aims to meet its goal, included in Corporate 2020 strategy, of doubling tonnage of PCR plastic used in packaging.    

Procter & Gamble global sustainability vice-president Virginie Helias said: “The increased use of PCR plastic across our hair care portfolio of brands, demonstrate our continued commitment to driving real change.

"The increased use of PCR plastic across our hair care portfolio of brands, demonstrate our continued commitment to driving real change."

“The Head & Shoulders recyclable shampoo bottle made with beach plastic is a world’s first in the hair care category.

“Increasing the use of recycled plastic in the packaging of our flagship brands, like Pantene and Head & Shoulders, makes it easier for consumers to choose more sustainable products, without any trade-offs. So while we’re proud of what we’ve done and what we’re doing, we know there is much more work ahead.”

The company also noted that more than half a billion bottles, to be produced across Europe by the end of next year, will include up to 25% PCR plastic, representing more than 90% of all bottles sold in Europe across P&G’s hair care portfolio.

The project is estimated to require 2,600t of recycled plastic annually.

Image: A person cleaning beach. Photo: courtesy of TerraCycle.