Producers of Head & Shoulders shampoo brand have claimed the launching of a “world's first” recyclable shampoo bottle made from up to 25% recycled beach plastic.
In another circular economy-themed announcement coming out of the World Economic Forum in 2017, the Procter & Gamble Co. (P&G) said the French retail giant Carrefour will supply the limited edition H&S bottles this summer.
P&G claims the product, which has been developed in partnership with recycling experts TerraCycle and SUEZ, is the world's largest production run of recyclable bottles made with post-consumer recycled (PCR) beach plastic.
This, said P&G, could establish a new supply chain that involves the support of volunteers and NGOs collecting plastic waste found on beaches.
Additionally, P&G announced that by the end of 2018, its operation in Europe will be offering more than 500m bottles per year which are made of up to 25% of post-consumer recycled plastic.
The figure represents more than 90% of all the hair care bottles sold in Europe across P&G's hair care portfolio of flagship brands like Pantene and Head & Shoulders.
The project will require a supply of 2,600 tonnes of recycled plastic every year.