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.
