P&G & Its Brands, Like Pantene, Gillette, Ariel, Fairy & Oral B Are Reducing Virgin Plastic by Design & Enable Circularity at...
March 03 2021 - 2:18AM
Business Wire
Today the Procter & Gamble Company (NYSE:PG) shares its
latest advancements toward packaging circularity in Europe which
deliver against its “Ambition 2030” goals to reduce virgin plastic
usage by 50% and reach 100% recyclability or reusability by
2030.
Consistent with the European Green Recovery and its aspiration
to shift to a more circular economy, P&G has been the first
FMCG company to join the RecyClass initiative, a
certification approach for recycling requirements to help deliver
the goal of making plastic packaging circular with traceability
along the whole value chain. P&G obtained a record high of 12
product and technology approvals on its packaging across Hair Care,
Home Care and Fabric Care brands confirming they meet the
Design-for-Recycling criteria guidelines determined by
RecyClass.
P&G Shave Care brands, Gillette and Venus are making
strides to eliminate 545 metric tons of plastic over a year
by moving to recyclable carton packaging, ia.e. the equivalent of
over 55 million water bottles. Moving towards a reuse model
breathes longevity into existing products to minimise waste.
Household haircare brands, Head and Shoulders, Pantene, Herbal
Essences and Aussie launched at scale a new reusable 100% aluminium
bottle alongside its recyclable refill pouch, made using 60%
less plastic, enabling consumers to maximise product
lifecycles.
“Much has changed in the last year, but our commitment to
enabling and inspiring positive impacts through our supply chain,
our brands and our partnerships has remained the same,” said
Virginie Helias, P&G Chief Sustainability Officer. “We are
innovating to accelerate the development of the circular economy:
from spearheading the Holy Grail intelligent sorting concept,
reducing our use of virgin petroleum plastic and increasing
recycled material content to developing alternative refill models
at scale. This is a combination of innovation and collective
action.”
Reducing plastic use and increasing circularity
RecyClass’ key focus is to drive plastic packaging circularity P&G is named
as the first FMCG company to join the initiative, an independent
platform originated from Plastic Recyclers Europe (PRE). P&G
has received 12 product and technology approvals for its brands
Oral B, Tide, Ariel and more, all of whom have redesigned their
packs to make them recyclable and meet the RecyClass requirements.
This cross-industry collaboration is essential to drive scale and
deliver on P&G’s circularity goals.
Higher recycled content means reducing dependency upon fossil
fuel. More than 10,000 tonnes of recycled plastic are now
used every year across P&G Fabric and Home Care brands in
Fairy, Mr Proper, Swiffer and Lenor.
Breathing new life into existing materials by efficient
recycling
Recyclable packaging is often the most familiar starting point
to engage with the notion of a circular economy. Improving the
recycling rates is essential to bring a new life for exiting
materials. Led by P&G in 2015, Project HolyGrail is an
award-winning technology, designed to enhance packaging waste
sorting in the EU with the objective to improve both the quality
and quantity of recycled plastic. This watermarking technology is
gaining momentum and is now expanding as part of AIM, the European
Brands Association, key initiatives. More than 120 companies from
across the value chain are participating in this pioneering
project. Outside sorting, data management and consumer engagement
are key pillars to the initiative. Increasing consumer
participation and adopting advanced sorting technologies, are
essential to improve the recycling rates in Europe. P&G is
hopeful that this effort to demonstrate the potential of the
technology will be recognised by the European Commission and
incorporated into their plans for the reform of the Packaging &
Packaging Waste Directive.
Beyond efficient sorting, to enable circularity,
easy-to-recycle materials should be used at scale. Ensuring
packaging remains functional whilst meeting the requirements for
recycling systems across Europe is crucial to P&G’s innovation
work.
In Europe, P&G’s Fabric & Home care brands
including Ariel, Lenor and Dash pods bags and Fairy
Automatic Dishwashing capsules bags started transitioning from
a multilayer, non-recyclable flexible packaging to a single layer,
recyclable packaging made of Polyethylene. This new packaging
follows local eco-design criteria, to ensure the films are
compatible within local recycling streams. Improving the packaging
of everyday items such as Oral B’s first HDPE (High Density
Polyethylene) tubes is another example of how millions of
households can now recycle their toothpaste packaging in existing
streams. In the same bathroom, Gillette and Venus have
introduced brand new modern and sustainable packaging on their
refillable razors range, which sees the brand switch from plastic
packaging to recyclable cardboard packaging.
Break the cycle, to end waste through Reuse
Moving towards a consumer reuse consumption model breathes
longevity into existing products to minimise waste. P&G enters
the next phase with LOOP following pilot programs in New
York and Paris. The 18 months pilot has taught us the importance of
disruptive, innovative refillable packaging that delights and is
convenient. Through e-commerce expansion, LOOP is looking to
derive more consumer insights such as purchase cycles, the
preferred offers and the environmental impact at use. More
learnings are essential to secure a reuse Model which delivers all
the environmental and the consumer benefits.
In addition, the cross-industry efforts with LOOP, P&G is
innovating with a breakthrough scaled model on reuse. P&G
Hair Care brands Head & Shoulders, Pantene, Herbal
Essences and Aussie are now able to make huge difference to how
people combat bathroom waste. A new reusable 100% aluminium bottle
and recyclable refill pouch en-masse is now available in many
stores across Europe. This will enable 200 million European
households to recycle, reduce and reuse. This will result in
300 million fewer plastic bottles being produced yearly.
FOR IMAGES, FACT SHEETS, AND MORE RELATED TO THIS
ANNOUNCEMENT, PLEASE VISIT OUR MULTIMEDIA SITE (P&G Circular
Economy 2021)
About Procter & Gamble
P&G serves consumers around the world with one of the
strongest portfolios of trusted, quality, leadership brands,
including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®,
Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head &
Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®,
Tide®, Vicks®, and Whisper®. The P&G community includes
operations in approximately 70 countries worldwide. Please visit
http://www.pg.com for the latest news and information about P&G
and its brands. For other P&G news, visit us at
www.pg.com/news.
For the P&G’s progress on sustainability and its
“Ambition 2030”, refer to the company’s Citizenship Report, issued
in December 2021. P&G’s goals include:
- Brands: P&G’s 20 leadership brands including Always,
Ariel, Dawn, Fairy, Febreze, Head & Shoulders, Pantene,
Pampers, and Tide will enable and inspire responsible consumption
through packaging that is 100% recyclable or reusable, launching
more sustainable innovations, and building trust through
transparency and sharing our safety science. P&G also aims to a
50% reduction of virgin plastic by 2030.
- Supply Chain: P&G manufacturing sites will cut
greenhouse gas emissions in half, and will purchase enough
renewable electricity to power 100% of our plants. Furthermore, the
company has committed be carbon neutral for the decade by advancing
a series of Natural Climate Solutions with leading NGOs to
compensate for the remaining emissions. The Company will also
source at least 5 billion liters of water from circular
sources.
- Society: P&G will continue to create transformative
partnerships that enable people, the planet and our business to
thrive, including those that stem the flow of plastic into the
world’s ocean, protect and enhance forests, expand recycling
solutions for absorbent hygiene products, and protect water in
priority basins around the world.
- Employees: P&G will engage, equip and reward
employees for building sustainability thinking and practices into
their everyday work. We will reward progress and integrate
recognition into performance assessments.
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version on businesswire.com: https://www.businesswire.com/news/home/20210302006241/en/
Media: H+K Strategies PR Team PGCorporate@hkstrategies.com
Loukia Tzekaki, P&G Europe tzekaki.l@pg.com
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