Today, in celebration of the 50th Anniversary of Earth Week, Procter & Gamble Beauty announced it will introduce Old Spice and Secret deodorants in all-paper, plastic-free packaging. The two brands will test their first all-paper tube packages next month at 500 Walmart stores in the US.
 
The new packaging, made of 90% recycled paper, is certified by the Forest Stewardship Council and features a push up design that would replace some of P&G’s plastic stick deodorant cannisters. The SKUs to be switched into the new package are Secret Rose + Geranium and Old Spice Cedar & Salt; each will have a suggested retail price is $9.99 and will be available in select Walmart stores on May 1.
 
Procter & Gamble, which is completing the second phase of recyclability testing on the new package this fall, hopes to learn how consumers respond to the design. If successful, P&G says it will expand the new package across more of its line.
 
“We co-designed this package with consumers who are interested in cutting back on plastic waste and have conducted numerous recyclability tests to create a package with the goal for 100% recyclability this fall,” said Anitra Marsh, associate director of global sustainability and brand communications, P&G Beauty.
 
Finding a better, more sustainable package has been—and continues to be—a work in progress for P&G.
 
According to Marsh, the first package design did not pass a key recyclability test because the glue used to affix the label was affecting the quality of the recycled paper pulp.  
 
“While some might still claim recyclability, this wasn’t good enough for us,” she told Happi. “We quickly went back to the drawing board to find another label glue that doesn’t impede recycling, and this is what we are using now in our Old Spice and Secret paper tube packages that are launching in May. We will be completing the second phase of recyclability testing on the new package this fall, but we wanted to bring the packaging now as it meaningfully reduces plastic waste.”
 
This new paper tube package is one of several ideas that P&G has initiated in an effort to reduce plastic waste. 
 
Earlier this year, the company reduced the amount of plastic in its Secret antiperspirant and deodorant cannisters by 8%, saving 900,000 pounds of plastic waste. In October, Procter & Gamble rolled out a limited edition Olay Regenerist Whip with a refill pod that eliminates 94% of plastic waste.  
 
Additionally, P&G was the first company to join TerraCycle’s Loop program.
 
“The need for recyclable and reusable package solutions has accelerated dramatically in the past two years with reports of plastic waste accumulating in oceans and landfills,” said Marsh. “This is just one example of how we are trying to make a difference and build a more sustainable future.”
 
CPG brands in the US have been making changes, but the need for more sustainable packaging has ramped up of late.
 
Countries that have historically taken plastic waste from the US for recycling, such as China and the Philippines, have announced they will no longer accept plastic waste imported from abroad.
 
By 2030, P&G Beauty brands have committed to using 100% recyclable or reusable packaging while reducing the use of virgin petroleum plastic by 50%.
 
Retailers are also helping tackle the issue, and have set up their own goals.
 
For example, by 2025, Walmart is committing zero waste to landfill for its operations in the US, UK, Canada and Japan.
 
“Walmart is steadfast in its commitment to transform retail in the interest of environmental sustainability. As the largest retailer in the world partnering with the largest deodorant and antiperspirant brands in the US, we know this new paperboard package has the potential to have significant positive impact and lay the groundwork for even broader impact,” Jason Kloster, senior buying manager, Body Care & Grooming, Walmart, said in a statement.
 
Small steps can have a big impact when made by the company that commands the top spot on Happi’s Top 50 Report year after year.
 
“If we convert just 10% of our current deodorant packages to recycled paper or another recyclable material, it could eliminate up to 1.5 million pounds of plastic waste annually,” said Marsh. “This is just one example of how we are trying to make a difference and build a more sustainable future.”