Published 1 year ago.
About a 4 minute read.
Image: Herbal Essences
/ This article is sponsored by
A key component of Procter & Gamble’s Climate Transition Action Plan is reducing the amount of virgin fossil-based plastic in packaging by 50% by 2030. How can P&G brands do their part, without compromising on the unique beauty, branding and functionality of their packaging?
For nearly two centuries, Procter & Gamble has provided
the household-name products found in millions of bathrooms and laundry rooms
across the US. Brands including Tide®, Bounty®, Cascade®,
Swiffer® and Crest® help keep us and our homes clean and heathy.
Maintaining a clean and healthy environment for future generations has also been
embedded into how P&G does business for decades. A key component of P&G’s
Net-Zero 2040 Climate Transition Action
is reducing the amount of virgin fossil-based plastic in packaging by 50 percent
An admirable target — but as always, the devil is in the details. How can
individual P&G beauty brands do their part, without compromising in some way on
the unique beauty, branding and functionality of their packaging?
P&G’s Herbal Essences® haircare brand cares
about the sustainability of both the botanical ingredients within the product,
as well as the bottle itself. In alignment with P&G’s goals, Herbal Essences is
working to reduce dependence on virgin plastic, encourage recycling and invest
in recycled materials across its product lines. So, when the brand began
planning the launch of a new line of sulfate-free shampoos and conditioners
featuring real botanicals, it also wanted to use new bottles that would reflect
brand values and meaningfully support P&G’s goal.
Truly sustainable businesses address the many interconnected social and environmental challenges that brands and their customers face — and strive for net-positive outcomes and impacts, in addition to growth. SB's latest guidebook can help your company navigate the path toward enhanced brand sustainability with key insights, actionable steps and a holistic framework that defines a roadmap for good growth.
Herbal Essences knew it wouldn’t achieve alignment working alone and extensively
researched potential manufacturing partners that could provide recycled plastic
for the bottles. For the company, it was important that its bottles keep their
immediately recognizable branding while increasing both the recycled content and
recyclability. Enter Eastman
materials — a match made in sustainability heaven.
Eastman Renew is a molecular recycled polyethylene terephthalate (PET) with 50
percent certified recycled content.* These materials are created by
revolutionary molecular recycling technologies that transform single-use waste
into basic building blocks, which are then used to make high-performance
materials that don’t require brands such as Herbal Essences to compromise on the
form or function of their packaging.
Molecular recycling technologies complement traditional recycling processes by
expanding the types and amounts of plastic that can be recycled and thus
diverted from landfills and the environment. Ultimately, these technologies are
enabling the move from the linear economy (take, make, consume, waste) to a
circular economy (make, use, reuse, remake, recycle). These technologies are
focused on minimizing waste while maximizing value — and helping brands live out
“Together, we can create value from waste and show the world what’s possible
through innovation,” says Scott Ballard, Eastman division president of
plastics and circularity. “The value created will help drive the critical
changes in our recycling infrastructure that are necessary to solve the plastic
Since November 2021, Herbal Essences has introduced five shampoo and conditioner
collections in primary packaging made from Eastman Renew resins. The brand
became P&G’s first to use Eastman Renew resins for its plastic bottles,
resulting in 1 ton of plastic waste being diverted from landfills for every 2
tons of bottles produced.
Eastman Renew materials are made with recycled content — and they’re also
recyclable. Herbal Essences offers a national recycling program across the US
through its ongoing partnership with TerraCycle; so, in addition to
incorporating 50 percent recycled plastic, its new sulfate-free bio:renew
collection packaging also includes standard
How2Recycle® labels to encourage consumers to
“We are excited to see our partnership with Procter & Gamble reach consumers’
hands with the launch of these Herbal Essences packages,” says Chris Layton,
Eastman sustainability director for plastics and circular solutions. “We are
delivering solutions to the plastic waste problem right now and look forward to
the continued collaboration with P&G as a leading partner.”
“It’s on all of us to make a difference and create a more sustainable future
where plastics are truly recycled, reused and out of nature,” says Herbal
Essences principal scientist Rachel Zipperian. “Making this package change
to Eastman Renew materials reduces the brand’s dependence on virgin plastic and
helps us bring the world one step closer to making plastic a circular resource.”
*Recycled content is certified through a mass balance allocation process by ISCC.
Published Aug 8, 2022 8am EDT / 5am PDT / 1pm BST / 2pm CEST
This article, produced in cooperation with the Sustainable Brands editorial team, has been paid for by one of our sponsors.