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P&G introduces paper tubes for ‘Secret’ and ‘Old Spice’ as CPG makers turn away from plastic

P&G introduces paper tubes for ‘Secret’ and ‘Old Spice’ as CPG makers turn away from plastic

April 30, 2020
Press Release: P&G

Secret and Old Spice deodorants will introduce innovative paper dispensing tubes, eliminating the familiar plastic push-up types

For Procter & Gamble, which makes both brands, it’s another example of the consumer packaged goods giant’s push to have its beauty and grooming brands use only 100% recyclable or re-usable packaging by 2030 and reduce the use of virgin petroleum plastic by 50%.

The new containers, which also have a push-up function, will be available in 500 Walmart stores in May. If consumers like the packaging, P&G will expand the product offering nationwide and expand company products that will use it.

The tilt of major CPG brands toward more environmentally friendly packaging and ingredients is a trend that has accelerated just as governmental initiatives toward a greener environment have not.

“We co-designed this package with consumers who are interested in cutting back on plastic waste,” commented Freddy Bharucha, vice president of personal care in the P&G beauty division. “The majority of Gen Z consumers have high expectations for environmentally friendly products.”

P&G began spreading the news about the new containers two days before the 50th anniversary of Earth Day, on 22 April.

Earlier this year, P&G reduced the amount of plastic in the conventional Secret deodorant container.

The paper tube package is made of 90% recycled paper that contains no wax, plastics, BPA or PFA. New paper fiber is used to make the post-consumer recycled paperboard stronger at the base.

At first the new packaging will be available for Secret’s Rose + Geranium scent and Old Spice’s Cedar & Salt. Both will retail for about US$10.

Other big CPG brands like Unilever have also ramped up their efforts to reduce plastic use. Along with P&G, Unilever is now testing the idea of ‘refill’ stations for soap and shampoo – and in Unilever’s case, even for Hellmann’s mayonnaise.

The current pandemic has boosted sales for P&G’s household goods as consumers stay inside.

It recently reported a 10% first quarter increase in US sales, the largest in decades, as consumers stocked up on a wide array of company products, including Mr.Clean, Tide, Bounty, Pampers, Vicks – and of course, Charmin toilet tissue.

“Consumption of our products is not likely to dissipate,” CEO David Taylor commented. “We will serve what will likely become a forever-altered health, hygiene and cleaning focus for consumers.”

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