Unilever has announced that it has introduced reusable packaging for nine of its brands, including Dove, Rexona, and Axe.
The packaging will be tested on TerraCycle's waste-free shopping system, Loop, which delivers products in innovative packaging that can be returned after use for a refill.
Circular Packaging
Chief executive of Unilever, Alan Jope, said, “We want to put an end to the current 'take-make-dispose' culture and are committed to taking big steps towards designing our products for re-use. We’re proud to be a founding partner of Loop, which will deliver our much-loved brands in packaging which is truly circular by design.”
Unilever's deodorant brands Dove, Rexona, and Axe will now be available in a premium, refillable deodorant stick called 'minim'.
The new packaging made of stainless steel is compact and sustainable, and can be used for at least 100 cycles.
Sustainable Solution
According to Unilever's estimates, the deodorant is expected to last for at least one month, which means that its packaging can be refilled and used for about eight years.
Other products that will incorporate Loop's innovative packaging include Signal's innovative refillable toothpaste tablets – Tooth Tabs, hair and body care products from Love Beauty and Planet and Love Home and Planet, REN Clean Skincare, Seventh Generation, and food products from Hellmann’s.
The FMCG giant has pledged to make all of its plastic packaging reusable, recyclable or compostable by 2025.
© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: European Supermarket Magazine.
