The inside story of P&G’s new shampoo bars | Article

Earlier this month, Procter and Gamble introduced that its Head & Shoulders, Pantene, Herbal Essences, and Aussie manufacturers will now provide shampoo and conditioner bars in a quantity equal to 2 250ml liquid bottles, which shall be packaged in recyclable FSC-certified paper bins. Artur Litarowicz, P&G’s head of magnificence Europe, tells us extra.
For individuals who could have missed the preliminary announcement, may you introduce P&G’s new shampoo bars and speak a bit in regards to the market drivers behind the launch? 
Absolutely. Back in October 2020, we made a promise. We introduced that we might make our shampoo bottles recyclable and scale back the use of virgin petroleum plastic in these bottles by 50% by the top of 2021. I’m proud to say it’s a promise made, and a promise stored.
Last 12 months in Europe throughout our 4 hero haircare manufacturers, we halted the manufacturing of the equal of 300 million virgin petroleum plastic bottles, saving 10,000 tons of plastic per 12 months. We listened to shoppers, and now greater than half of our shampoo bottles are constituted of 100% recycled plastic in Europe. 
We are proud of the progress but in addition know that rather more must be performed. We wish to elevate the bar on sustainable superior innovation and packaging as soon as extra. I’m actually excited in regards to the latest innovation from P&G Hair Care Europe which is getting into the markets as we communicate.
This sees Head & Shoulders, Pantene, Herbal Essences and Aussie launch their first high-performing shampoo and conditioner bars. All of them have distinctive formulation that elevate and delight shoppers’ haircare expertise with out compromise. For instance, Head & Shoulders, which is the main world anti-dandruff model, shall be, to my information, the primary model to pioneer at scale an lively anti-dandruff components in a stable shampoo bar.
This method we will convey an antidandruff stable answer to tens of millions that suffer from dandruff. Another instance is Aussie, which is changing into our first family model to launch a stable conditioner bar. Our family manufacturers allow us to convey merchandise to market at scale and provide superior shampoo bars to loyal followers of our manufacturers in tens of millions of households throughout Europe.
Could you speak a bit in regards to the benefits this format has over standard alternate options, in addition to the potential drawbacks?
Yes, via our analysis, we all know that buyers are wanting to be extra sustainable and are urging manufacturers to assist them. With our scale throughout Europe, we’re offering that chance. Whilst the solids hair care market dimension differs by markets considerably (on common it’s round 2% and in some locations like Germany it represents nearly 4% of whole hair care gross sales) we do anticipate this phase to develop, and we wish to assist drive that.
To assist drive adoption of this sustainable kind we’re launching at scale excessive performing handmade shampoo bars that lather very properly, have wonderful scents and shapes in addition to a bit of rope to allow them to be saved simply within the lavatory to assist overcome the trial obstacles that exist for this type in the present day. Thus, we’re elevating the bar, so shoppers don’t have to compromise on efficiency
Can you set this into the context of P&G’s general packaging sustainability efforts and objectives?
P&G’s Ambition 2030 Goals are the foundational objectives of P&G Beauty. For our P&G Responsible Beauty platform we now have set further broad-reaching objectives. These objectives characterize our imaginative and prescient to be a constructive drive for magnificence on the earth. Our high-performing shampoo bars launch at scale is one other step in our accountable journey and our steady efforts to lift the bar.
To attain these objectives, packaging is essential. New world analysis performed by P&G Beauty reveals that 75% of shoppers would like to purchase extra magnificence merchandise with packaging constituted of recycled materials. Indeed, a big proportion of shoppers (65%) already attempt to purchase plastic-free packaging. P&G Beauty Europe’s first paper packaging innovation for its stable haircare vary marks the continual journey to ship on its sustainability commitments at scale.
Since 2021, P&G Hair Care Europe has diminished virgin petroleum-based plastic utilization by 50%, equal to 300 million virgin petroleum-based plastic bottles much less per 12 months (vs. 2016) through: i) introduction of an increasing number of post-consumer recycled plastic into common bottles, ii) the refill system that helps shoppers to reuse. The launch of stable bars at scale will additional contribute to the discount of virgin petroleum-based plastic utilization
P&G’s critics argue that your organization nonetheless isn’t doing sufficient to fight the difficulty of plastic air pollution and single-use packaging. How would you reply to those claims, and are P&G’s efforts on this area going far sufficient?
As P&G we now have very bold 2030 sustainability objectives, together with making 100% of our packaging recyclable or reusable. At P&G Hair Care, we began our packaging discount journey in 2016. Since 2021, P&G Hair Care has diminished virgin petroleum-based plastic utilization by 50%.
Regarding product utilization, we’re additionally decreasing our footprint. For instance, in our portfolio we now have leave-in conditioners that don’t require rinsing to make use of them.
You say the launch of the new shampoo bars is backed up by shopper analysis. Could you introduce the important thing findings of this analysis to us?
We know individuals wish to reside extra sustainably. To higher perceive this, we commissioned new analysis specializing in what influences shopper habits within the lavatory and – maybe most significantly – what will get in the best way of extra sustainable routines.
The lavatory is the place many wellness wants are fulfilled: important grooming, every day rituals to refresh and put together, pampering to loosen up and recharge power. We consider it must be a sanctuary the place individuals can give attention to themselves free from confusion or guilt about sustainability – so we wish to make it as straightforward as attainable for everybody to do the best factor.
The Green Bathroom White Paper consists of analysis the place 24,000 adults — all ages, all genders — from 12 international locations have been surveyed to discover and higher perceive an important drivers of sustainable shopper habits within the lavatory, from recycling habits to water and product use. Achieving habits change isn’t easy. This research reveals there are alternatives for fast wins, however some of our findings problem us all to look at our habits and life at a extra basic degree.

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