The Procter & Gamble Company today announced the introduction of reusable, refillable packaging on some of its most popular products as part of a new effort that aims to change the world’s reliance on single-use packaging and disposable waste. Additionally, new “collect and recycle” circular solutions that help eliminate waste were also introduced as part of a partnership with Loop™, a circular e-commerce platform developed by international recycling leader TerraCycle. Many of P&G’s largest global brands, including Pantene, Tide, Cascade, and Oral-B will participate in this innovative platform later this year.
Loop is a first of its kind global packaging and shopping circular solution which aims to improve the environmental performance and convenience standards compared to current e-commerce solutions through packaging that is collected, cleaned, refilled, and reused. Loop also offers the option to collect used products from consumers’ doorsteps for further recycling or reuse. P&G was the first consumer products company to join Loop.
Announced at the World Economic Forum in Davos, Switzerland, this partnership further advances P&G’s Ambition 2030 sustainability goals and the company’s ongoing commitment to turning sustainable intentions into positive everyday actions.
P&G scientists and engineers have developed innovative manufacturing, packaging, and distribution solutions that it says will delight consumers and make sustainable living easy for participating consumers. Eleven P&G brands will be available in Loop in one of three formats. The Loop system will be validated and optimized through real in-market learning experiments beginning in mid-2019 in New York and Paris.
Household favorites such as Pantene, Tide, Cascade, and Crest have designed new durable and refillable packaging, featuring luxurious containers with new features and functionalities.
- Pantene is introducing a unique bottle made with lightweight, durable aluminum for its shampoo and conditioner.
- Tide is participating in Loop with its Tide purclean plant-based laundry detergent in a new durable bottle made from stainless steel with a simple twist-cap and easy-pour spout.
- Cascade, continually looking for ways to make the dish cleaning experience better and environmentally friendly, has developed a new ultra-durable packaging for Cascade ActionPacs, which enable consumers to skip the prewash.
- Crest is introducing new Crest Platinum mouthwash, a unique formula that delivers fresh breath and stain prevention in a sustainable, refillable glass bottle.
- Ariel and Febreze are participating with durable, refillable packaging that is also available in stores, testing a new direct-to-consumer refill-and-reuse model.
Recycling products refills
- Oral-B will test circular solutions for both its electric rechargeable and manual toothbrushes. Oral-B CLIC, a new design for manual toothbrushes features a durable handle equipped with a unique mechanism that allows consumers to only exchange the brush head. The Loop platform will recycle used brush heads for both manual and electrical brushes.
- Gillette and Venus will provide premium travel packs as durable packaging that the consumer will keep in addition to the handle. The used parts and blades from these grooming products will be collected from consumers for further recycling by TerraCycle.
Recycling used hygienic products
Pampers and Always will test the collection of used hygiene products from consumer homes for further recycling using ground-breaking, proprietary technology developed by Fater, a P&G and Angelini Group Joint Venture. The technology turns used absorbent hygiene products into secondary raw materials for higher-value applications.
“We are building on more than 180 years of innovation and world-class consumer insight to enable responsible consumption at scale,” says Virginie Helias, P&G’s Vice President and Chief Sustainability Officer. “We’re proud to partner with TerraCycle as the first CPG company to be part of this transformative program, which is just one of the many ways we are delivering on our Ambition 2030 goals to accelerate sustainable innovation and drive circular solutions.
“The time to act is now. We are passionate about harnessing the power of our global reach and the strength of our trusted global brands to scale-up more sustainable solutions. Transformative partnerships are key to achieve this mission as no one can succeed alone.
Says TerraCycle CEO Tom Szaky, “We are happy to partner with P&G and other global brands, retailers, infrastructure companies, and the World Economic Forum to create a new way to more responsibly consume products. Loop aims to not just eliminate the idea of packaging waste but greatly improve the product experience and the convenience in how we shop. Through Loop, consumers will be able to responsibly consume products in specially-designed durable, reusable, or fully recyclable packaging. Through the power and reach of trusted brands such as those of P&G we will be able to change consumers’ habits and achieve the scale required for the model to achieve its objectives.”
How Loop works
- Shop: Consumers will go to the Loop website or Loop partner retailer’s websites and shop for trusted brands now redesigned to be packaging waste-free.
- Receive: Consumers receive their durable products in Loop’s exclusively designed state-of-the-art shipping tote that eliminates the need for single-use shipping materials like cardboard boxes.
- Enjoy: Consumers experience elegance and convenience all while eliminating the idea of throw-away packaging waste.
- Pick-up: There is no need to clean and dispose of the package; as consumers finish their products, they place the empty package into one of their Loop Totes. Loop will pick-up directly from their home.
- Clean: Loop’s team of scientists has developed custom cleaning technologies so that each product may be safely reused.
- Refill, recycle, or reuse: Loop promptly replenishes products as needed and returns the refilled shipping totes to the consumer. If there is recoverable used product such as diapers, pads, razors, or brush parts, they will be recovered to be reused or recycled.
Read more about Loop here.