Procter & Gamble is to use plastic beach litter in bottles manufactured for its Head & Shoulders shampoo range.
proctor and gamble head and shoulders bottle
A partnership with TerraCycle and Suez is producing a limited-edition bottle for French customers of supermarket Carrefour, one-quarter of which will come from discarded plastics.
The manufacturer has also announced that, by the end of 2018, more than half a billion bottles a year in Europe will also include up to 25% post-consumer recycled plastic (PCR).
This represents more than 90% of all the hair care bottles sold in Europe in brands such as Pantene and Head & Shoulders.
The company has a 2020 goal of doubling the tonnage of PCR used in packaging.
“We felt that the leading shampoo brand in sales should lead in sustainability innovation and know that, when we do this, it encourages the entire industry to do the same,” said Lisa Jennings, a sustainability leader at Procter & Gamble.
“We’ve been fortunate to work with such great partners in TerraCycle and Suez to make this vision a reality.
“This partnership between Suez, TerraCycle and P&G represents an exciting step in the creation of a world first for consumers: a recyclable shampoo bottle made of beach plastics.
“We hope that other organisations will continue to partner with different providers in order to deliver major environmental changes in this industry and hopefully across other industries too.”