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.
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 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.