P&G is to offer shampoo and conditioner bars across its Head & Shoulders, Pantene, Herbal Essences, and Aussie brands that are equivalent to two 250ml liquid bottles and packaged in recyclable paper boxes.
The move is part of the company’s sustainability drive to reduce the use of virgin plastic in its product packaging. Since 2021, P&G’s Beauty division has cut the amount of virgin plastic used by 10,000 tons a year, equivalent to 300 million bottles.
P&G stated that the new soap bars had been developed to meet consumer preferences and match the performance of their liquid counterparts, with the shampoo bars intended to create a rich lather and scent while being effective at cleaning hair. As part of the launch, Head & Shoulders will offer what it claims is a market-first active antidandruff solid shampoo bar with scalp massaging properties, while Aussie will be the first household brand to launch a solid conditioner bar.
The bars for Head & Shoulders, Pantene, Herbal Essences, and Aussie products come in an “easy-to-hold shape” with an integrated cotton rope for hanging in the shower.
Speaking at the Reuters Responsible Business Summit this week, Arthur Litarowicz, head of P&G Beauty Europe, said: “Every day we are working to raise the bar in sustainability. And I am thrilled to say that to raise the bar again, we are now bringing highly performing handmade bars across the total P&G hair care portfolio in Europe – including Head & Shoulders, Pantene, Herbal Essences and Aussie.
“Not only do these innovations offer a delightful experience due to their unique formulas and shapes – but their boxes are paper-based with FSC certified paper, to further advance us on the mission to reduce virgin plastic.”
Recent consumer research conducted by P&G Beauty found that 75% of consumers would like to buy more beauty products with packaging made from recycled material, with 65% of consumers saying that they already try to buy plastic-free packaging.
In 2020, P&G Beauty launched a refillable bottle system providing Head & Shoulders, Pantene, Herbal Essences, and Aussie products in reusable aluminium bottles and refill pouches.
