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PANTENE NATURE FUSION
As the world’s biggest hair care brand, Pantene committed itself to being not just a reflection of healthy hair but to being a contributor to a healthy world. And in January, the first containers of Pantene to utilize plant-based plastic shipped to stores in Western Europe. Using sustainable and recyclable plastic sourced from Brazilian sugarcane, P&G kicked off its corporate-wide sustainability effort with the beauty category, namely Pantene Nature Fusion. The Pantene roll out is expected to take 18 months as the brand is sold in 180 countries. Overall, the new packaging effort means that P&G will consume 70 percent less fossil fuel than is used in traditional plastic packaging, which is not a renewable resource, and the facility that makes the containers now runs almost exclusively on energy derived from the sugarcane by-products. Other P&G beauty items, including CoverGirl’s NatureLuxe Silk Foundation and certain Max Factor products, were slated to switch to the new sustainable packaging by the end of 2011. And this is just the beginning: P&G looks to use 30 percent renewable energy in manufacturing and replace 25 percent of its petroleum-based materials with renewable materials by 2020. Green never looked so good.
This story first appeared in the December 9, 2011 issue of WWD. Subscribe Today.