P&G to roll out eco-friendly packaging for beauty brands

CINCINNATI Procter & Gamble has announced plans to use renewable, sustainable, sugarcane-derived plastic on select packaging of its Pantene Pro-V, Covergirl and Max Factor brands.

The pilot packaging program will be rolled out globally over the next two years, with the first products slated to be on shelf in 2011.

Sugarcane-derived plastic is made from a renewable resource, unlike traditional plastic, which is made from non-renewable petroleum. The process transforms sugarcane into a high-density polyethylene plastic, a type commonly used for product packaging. It remains 100% recyclable in existing municipal recycling facilities.

P&G will source the sugarcane-derived plastic from Braskem SA, which manufacturers the material using ethanol made from sustainably grown Brazilian sugarcane.

"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," stated Gina Drosos, group president of P&G Beauty. "With this new packaging innovation, women can have confidence that their favorite brands are helping to make a difference."

Login or Register to post a comment.