P&G ups sustainable packaging credentials
FMCG giant Procter & Gamble (P&G) has announced plans to use sugarcane-derived plastic on selected packaging for its Pantene Pro-V, Covergirl and Max Factor brands to increase its sustainability credentials.
Pantene: brand's packaging will move to 100% recyclable material
The packaging is more sustainable because it is made from a renewable resource, unlike traditional plastic, which is made from non-renewable petroleum, according to P&G, and is 100% recyclable.
By launching this renewable packaging on some of its global beauty brands, P&G said it will "leverage its scale to deliver meaningful environmental improvements". The pilot will be rolled out globally over the next two years, with the first products expected to be on retail shelves in 2011.
Gina Drosos, group president of the global P&G Beauty group, said: ''This innovation is truly consumer-driven. As we talk with women around the world, they tell us that they want to make themselves more beautiful without making their environment less beautiful.
''With this new packaging innovation, women can have confidence that their favourite brands are helping to make a difference.''
Len Sauers, P&G vice president of global sustainability, said: "Using sugarcane-derived plastic represents another step in P&G's commitment to environmental sustainability and the development of sustainable innovation products.
"P&G is making significant progress in environmental sustainability through our work with external partners. Together, we are working on creative solutions that deliver science-based sustainable innovations."
Earlier this month, P&G reported a 12% drop in profit during the fourth quarter to June, after increasing its global advertising spend by more than $1bn (£627m) during the year, to $8.6bn (£5.4bn).
The company said its profits had been affected by the marketing of several new products this year, including Pampers Dry Max nappies, the Fusion ProGlide razor and white tooth-whitening strips in the Crest 3D range.
This article was first published on marketingmagazine.co.uk
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