Beauty By Design: An Industry Leader Rethinks Its Package

Beauty giant Procter & Gamble recently announced that starting in 2011, their Pantene Pro-V, Cover Girl and International Max Factor product lines will feature a renewable sugarcane-based packaging from Brazilian plastics manufacturer Braskem. This new material will not only come from a renewable resource (sustainably grown Brazilian sugar cane), but it will be 100% recyclable as well. According to PlasticsToday,

“Braskem officials have said the PE (polyethylene) derived from sugarcane has exactly the same characteristics as PE derived from petroleum. On the sustainability front, 1 lb of petroleum-based PE releases 2.5 kg of carbon dioxide to the atmosphere, whereas the same amount of sugarcane-based PE captures that same amount of the gas, say those officials.”

This is an important development in the consumer packaged goods space as it marks a major innovation from an industry leader. A laudable eco-conscious effort on the company’s part, it not only meets current consumer demands but also hopefully informs future consumer behavior.

“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,” said Gina Drosos, Group President, Global P&G Beauty. “With this new packaging innovation, women can have confidence that their favorite brands are helping to make a difference.”

Procter & Gamble

Plastics Today: “P&G opts for Braskem’s sugarcane PE”

[via The Living Principles]