This Wednesday, April 22nd, marks the 50th anniversary of Earth Day -- and P&G Beauty has a big announcement: Old Spice and Secret are the first major brands to launch an all-paper, plastic-free deodorant package.
Both brands will test the paper package for select Old Spice and Secret aluminum-free deodorants at 500 Walmart stores in the U.S. in May.
Freddy Bharucha, Vice President of Personal Care, P&G Beauty, says, “We co-designed this package with consumers who are interested in cutting back on plastic waste. The majority of Gen Z consumers have high expectations for environmentally friendly products.”
The paper tube package is made of 90% recycled paper certified by the Forest Stewardship Council. It features a “push up” design that would replace some of P&G’s plastic stick deodorant canisters.
Anitra Marsh, Associate Director of Global Sustainability and Brand Communications, P&G Beauty, explains, “If we convert just 10 percent of our current deodorant packages to recycled paper or another recyclable material, it could eliminate up to 1.5 million pounds of plastic waste annually. This is just one example of how we are trying to make a difference and build a more sustainable future.”
P&G is completing the second phase of recyclability testing on the new package this fall, and hopes to learn how consumers respond to the design.
If successful, P&G will expand the new package across more of its line-up.
Jason Kloster, Senior Buying Manager, Body Care & Grooming, Walmart, adds, “Walmart is steadfast in its commitment to transform retail in the interest of environmental sustainability. As the largest retailer in the world partnering with the largest deodorant and antiperspirant brands in the U.S., we know this new paperboard package has the potential to have significant positive impact and lay the groundwork for even broader impact.”
The paper tube package will contain an invisible solid deodorant available in new scents made with essential oils – Secret Rose + Geranium and Old Spice Cedar & Salt. The products’ suggested retail price is $9.99 and will be available in select Walmart stores May 1.
The paper tube package is one of several ideas that P&G has initiated in hopes of reducing plastic waste. Earlier this year, it reduced the amount of plastic in its Secret antiperspirant and deodorant cannisters by eight percent, saving 900,000 pounds of plastic waste.
More Innovative Designs for Refillable Packaging
In October, P&G began selling a limited edition of its best-selling Olay Regenerist Whip with a refill pod that reduces 94 percent of plastic waste.
P&G was also the first company to join TerraCycle’s LOOP program, which is testing “collect and refill” packages through an e-commerce platform in select cities worldwide.