Olay is testing sustainable packaging.
The Procter & Gamble-owned skin-care brand in October will release a refillable version of its Olay Regenerist Whip Moisturizer, a best-selling product for the brand and for the mass skin-care market in general.
The product, which is typically sold in a plastic jar, will launch with a refillable pod option made of recyclable materials, to be available for sale on olay.com in the U.S. and U.K. from October through December, a period of time that will allow the brand to gauge consumer interest in refillable skin care.
The idea is just a pilot program for now, said Chris Heiert, vice president for Olay, North America and global, but the concept is a new one for the mass market. “The intent is to reduce plastic waste in skin care.” It could also ultimately have a big impact if it were to go broader, across more stockkeeping units, in the Olay portfolio. “If this is successful and appealing to the consumer and they want to adopt the habit, this could be really impactful — if we took five of our best-selling sku’s [in jars], and gave them a refillable option, that could reduce one million pounds of plastic waste a year.”
The test, which is to be revealed today at the 2019 Sustainable Brands Conference, is part of P&G’s larger commitment to sustainability. The consumer goods giant announced last year that it had already achieved its 2020 environmental sustainability goals, and issued a new plan for 2030, called Ambition 2030, which included commitments to introducing sustainable packaging under several of its brands — Olay, Pantene, Head & Shoulders included. Olay is the first in beauty to come forth with a major sustainability initiative.