Cut By Fred’s Detox Stick Shampoo is now packaged in Amcor’s refillable, mono-polypropylene Exclusive stick; the partners aim for a straightforward, hygienic, and mess-free refill process, as well as recyclability at end-of-life.
A previous refill solution used by Cut By Fred required consumers to melt the shampoo in the microwave, then transfer it to the container and refrigerate it to solidify the liquid. Apparently, the ‘complicated’ procedure was affecting refill sales.
Amcor’s Exclusive stick is designed for a simpler consumer experience. The refill can easily be inserted into the original pack, which is set to minimize contact with the formula and reduce the likelihood of product contamination.
Its ‘precision-made’ parts are also thought to streamline the application of the shampoo, ensuring accuracy without requiring consumers to touch the product.
Both the stick and the refill are made entirely from polypropylene. Amcor emphasizes that the mono-material design means that, at the end of its life cycle, the pack can be recycled wherever the appropriate facilities exist.
The 75ml container is said to weigh 55g, while each refill weighs 18g. This is expected to unlock ‘substantial’ material savings, and Cut By Fred reportedly unlocks ‘valuable’ cost savings for consumers who buy the refill.
Additionally, the straight-sides design across the base and cap of the stick is anticipated to provide a large decoration area for branding purposes.
Available in sizes from 15ml to 75ml, the pack is part of Amcor’s B Circular portfolio of sustainability-minded products.
“We want our products to be not only good for humans, but especially for the planet, and that extends to our choice of packaging,” said Marion Lhermitte from Cut By Fred. “It is equally important that our products and packaging deliver the best consumer experience. With the Exclusive, we have been able to achieve both objectives.”
“Our Exclusive Refill is the perfect demonstration of how Amcor can help companies be more sustainable in line with the PPWR and enhance the consumer experience without compromising on the performance and effectiveness of their packaging,” added Marine Sueur, sales director for France at Amcor. “We’re delighted to have been able to support such a pioneering brand as Cut By Fred.”
In similar news, Unilever has acquired personal care brand Wild, which offers refillable deo cases made from separable metal and plastic components. The brand recently worked with Morrama to produce refillable roll-on deodorant; Jo Barnard, founder and creative director at Morramma, walked us through the collaboration with Shellworks to utilize the same compostable material as Wild uses in its shower gel range, said to break down completely in soil within a year.
Clean Cult has also provided refillable aluminium bottles and recyclable, paper-based carton refills for home cleaning products, now sold at Costco and Whole Foods Market. The moves are set to reduce single-use plastic in the homecare category.
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