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Environment

P&G to use sugarcane-based packaging on leading cosmetic brands

P&G’s Beauty & Grooming division is planning to use renewable sugarcane-derived plastic on selected packaging on its Pantene Pro-V, Covergirl and Max Factor brands.

Procter & Gamble (P&G) is preparing a major shift to plant-derived packaging for some of its leading global cosmetic brands. The company intends to use sugarcane-derived plastic supplied from the Brazilian company Braskem SA, who manufactures the material using ethanol made from sustainably-grown Brazilian sugarcane. P&G expects the pilot to be rolled out globally over the next 2 years, with the first products expected to be on shelf in 2011.

Renewable resources

Unlike traditional plastic, which is made from petroleum, plan-derived polymers are based on a renewable resource. Braskem SA uses an innovative process to transform sugarcane into high-density polyethylene (HDPE) plastic, a type commonly used for product packaging. “It remains 100% recyclable in existing facilities,P&G claims.

Obviously, by launching this renewable packaging on some of its global beauty and grooming brands, P&G intends to improve the environmental profile of its product.

Consumer-driven decision

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,” explains Gina Drosos, Group President, Global P&G Beauty. “With this new packaging innovation, women can have confidence that their favourite brands are helping to make a difference,” she adds.

Vincent Gallon

© 2010 - Premium Beauty News - www.premiumbeautynews.com
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