Procter & Gamble Beauty has announced that beginning this May at 500 Walmart stores in the U.S., both Old Spice and Secret brand deodorants will be introduced in all-paper, plastic-free, tube packaging.
Precise details on the composition of the tube, how it’s made, who fills it, how it’s filled, and the identity of the supplier are considered proprietary. But Anitra Marsh, Associate Director of Global Sustainability and Brand Communications at P&G Beauty, does tell us this.
“This paper tube uses 90 percent recycled content and is certified by the FSC. The paperboard tube does not contain wax, plastics, BPA, or PFA. The paperboard has an interior coating that is made from an FDA-approved fluorochemical and corn-derived starch to make the paperboard grease-proof and water-proof. New paper fibers are added to the post-consumer recycled paperboard pulp to strengthen the base material.”
Unlike the traditional oval-shaped Old Spice container, the paper tubes are round. They’re durable, feature a “push-up” design, withstand normal use, and have a suggested retail price of $9.99, “in line with some of our other product offerings,” says Marsh. P&G, which is completing the second phase of recyclability testing on the new package this fall, hopes to learn how consumers respond to the design. If successful, P&G will expand the new package across more of its line-up.
The need for recyclable and reusable package solutions has accelerated dramatically in the past two years with reports of plastic waste accumulating in oceans and landfills. Countries that have historically taken plastic waste from the U.S. for recycling, such as China and the Philippines, have announced they will no longer accept plastic waste imported from abroad.
To combat this growing problem, both P&G and Walmart have publicly declared aggressive goals in sustainability. By 2030, P&G Beauty’s brands have committed to using 100 percent recyclable or reusable packaging while reducing the use of virgin petroleum plastic by 50 percent. By 2025, Walmart says it will send zero waste to landfill for its operations in the U.S., U.K., Canada, and Japan.
According to Freddy Bharucha, Vice President of Personal Care, P&G Beauty, “We co-designed this package with consumers who are interested in cutting back on plastic waste. The majority of Gen Z consumers have high expectations for environmentally friendly products.”
“If we convert just 10 percent of our current deodorant packages to recycled paper or another recyclable material, it could eliminate up to 1.5 million pounds of plastic waste annually,” notes Marsh. “This is just one example of how we are trying to make a difference and build a more sustainable future.”
Speaking on behalf of Walmart, Jason Kloster, Senior Buying Manager, Body Care & Grooming, says this: “Walmart is steadfast in its commitment to transform retail in the interest of environmental sustainability. As the largest retailer in the world partnering with the largest deodorant and antiperspirant brands in the U.S., we know this new paperboard package has the potential to have significant positive impact and lay the groundwork for even broader impact.”