What cosmetic brands just do not come up with to attract potential buyers: tubes of lipstick coated with gold, glass bottles of perfume of inconceivable shapes, unusual jars of cream - packaging is often used to create an image and give a special status.
Recently, the concept of cleansing the planet from tons of garbage, based on the environmental consciousness and the responsibility of everyone for the preservation of nature in its original form, is gaining momentum. Indeed, the intricate packaging of a product after opening is no more than a waste. Procter & Gamble decided to create a concept of reusable packaging material for its products - according to the representatives of the brand, they cannot ignore the popular idea and do not contribute to the cleansing of the planet.
What brands of the company will switch to reusable packaging?
Procter & Gamble announced that starting in October, its Olay Regenerist Whip will be sold in refillable containers. At the end of the three-month experiment, a report will be presented on how much the volume of waste from plastic was reduced due to this innovation. If experience gives positive results, the company will introduce the release of cream in refillable containers on an ongoing basis.
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Statistics data
According to a study by the American Association for the Advancement of Science, about 40% of the more than 400 million tons of plastic produced each year comes from packaging, which is often used once and then thrown away.
If P & G's idea is successful, this step can significantly reduce plastic waste from disposable products. For example, if Procter & Gamble can translate 5 million cans of Olay skin cream into reusable versions, this will save more than 400 tons of plastic.
What will the new tool format look like?
The package for skin care will consist of a jar of cream and one additional portion of a moisturizer that can fill the package after it is empty. The company said cosmetics would be sold in a container made from 100% recycled paper and would not have an external cardboard box.
P & G said that according to their calculations, thanks to the pilot line of Olay, brand purchases will grow by 8% compared to last year.
For whom?
Antira Marsh, deputy director of communications for the Olay brand, said the company decided on such an experiment in order to attract a significant group of consumers - millennials - a generation born between 1980 and 2000. Although young people of this age spend much less on cosmetic products than older buyers, they are especially concerned about the current environmental situation and want an additional opportunity to protect the planet. This is precisely what the company focuses on: millennials who are ready to contribute will buy funds in reusable packaging much more willingly than in boxes and banks familiar to everyone.
How much will it cost?
Despite the general interest, P&G does not disclose the approximate cost of Olay in the new package and does not specify how many applications the updated version of the cream will suffice.
“This experiment is an additional way to learn. Even if in the end it goes imperfectly, we will gain more experience in creating reusable and recyclable packaging, ”said Antira Marsh.
