Procter & Gamble hopes to change the way people buy and use shampoo and conditioner with new, high-performing shampoo bars under the Head & Shoulders, Pantene, Herbal Essences and Aussie brands.
The new bars have been formulated in such a way that one bar equals up to two equivalent 250ml liquid shampoo bottles. Each handmade bar is made into an easy-to-hold shape with an integrated built-in cotton rope to hang in the shower for ease of storage.
“Every day we are working to raise the bar in sustainability. And I am thrilled to say that to raise the bar again, we are now bringing highly performing handmade bars across the total P&G hair care portfolio in Europe,” said Artur Litarowicz, head of P&G Beauty Europe.
“Not only do these innovations offer a delightful experience due to their unique formulas and shapes – but their boxes are paper-based with FSC certified paper, to further advance us on the mission to reduce virgin plastic.”
In the past year, P&G’s Beauty division has reduced virgin plastic usage by 50 percent – the equivalent of 300 million virgin plastic bottles. Today, more than half of its shampoo bottles are made from 100 percent recycled plastic in Europe.