Procter and Gamble (P&G) have developed the first large-scale reusable aluminum packaging in Europe for its H&S, Pantene, Herbal Essences, and Aussie shampoo brands. The packaging is equipped with a "refill" system that will enable "200 million European households" to reduce, reuse and recycle their packaging. The new packaging will reach the market in 2021.
With this decision, P&G establishes the commitment to reduce the use of virgin plastic by 50% on shampoo and conditioner packaging by the end of 2021. "By then, it will be produced 300 million less virgin plastic packaging per year," estimates the company.
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