P&G Announce Launch Of First Refillable Bottle System


It was announced at the Reuters Responsible Business Summit, The Window to Act is Now: Advancing Responsible Beauty in Europe that P&G announced the 2021 European launch of its first refillable bottle system with brands Pantene, Herbal Essences, Aussie, and Head & Shoulders. 

It’s called the “Good Refill System” and P&G hope to diversify the way we use and dispose of their shampoo bottles in an effort to become more sustainably conscious.

The “Good Refill System” will consist of  reusable, aluminum bottles and refill pouches that use 60 percent less plastic than regular shampoo bottles. 

Artur Litarowicz, Senior Vice President and General Manager of Hair Care for P&G Europe said;

“We need to start turning the tide on the plastic waste crisis and there is no time to waste when it comes to protecting our planet. That is why I’m thrilled to announce a new packaging innovation called the ‘good refill system’. This will allow consumers to have the product they love now in a beautiful, reusable aluminum bottle and refill pouches as of 2021. This will be launched across Head & Shoulders, Pantene, Herbal Essences, and Aussie. We know this is just the start. There is so much more to do, and I am passionate about P&G Beauty being a force for good across Europe as we step towards achieving our 2030 Responsible Beauty goals at pace.”

Chief Sustainability Officer Virginie Helias added, “We have committed to enable and inspire responsible consumption through innovation on our product and packaging. Our leading beauty brands in Europe touch millions of lives. This new packaging innovation will contribute to making the reuse of packaging irresistible while enabling a reduction of virgin plastic as per P&G’s Ambition 2030 commitment. It’s no longer about if or what we can do, but how quickly we can do it – the window is now for embracing new sustainable lifestyles.”

Finally, Founder and CEO at TerraCycle, Tom Szaky commented, I’ve long been a believer that a refill behaviour is a big part of the future of sustainable packaging and the innovation announced by P&G Beauty today is a positive step in the right direction for the many millions of households Head & Shoulders, Pantene, Herbal Essences and Aussie serve. While there is of course more to be done, it’s great to see large companies such as P&G Beauty taking the issue seriously and using their scale to drive change quickly and impactfully.”

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