P&G Beauty today announced the launch of its first refillable bottle system at scale, which will see a number of its most well-known brands using reusable aluminium bottles and refill pouches.

As announced at a live panel of sustainability experts at the Reuters Responsible Business Summit, as of 2021, P&G reports that its Head & Shoulders, Pantene, Herbal Essences, and Aussie products will enable 200 million European households to recycle, reduce and reuse.

The brands will launch a refill system for their shampoos, thanks to a new reusable, 100% aluminium bottle and recyclable refill pouch, which the company says is made using 60% less plastic (per mL versus standard brand bottle).

P&G Beauty also says that it is on track to reduce virgin plastic usage by 50% in shampoo and conditioner bottles by the end of 2021, where, through collective efforts to reduce, reuse and recycle, 300 million fewer virgin plastic bottles will be produced yearly.

Speaking at the event, Artur Litarowicz, senior vice president and general manager of haircare at P&G Europe, said: “We need to start turning the tide on the plastic waste crisis and there is no time to waste when it comes to protecting our planet. That is why I’m thrilled to announce a new packaging innovation called the ‘good refill system’.

“This will allow consumers to have the product they love now in a beautiful, reusable aluminium bottle and refill pouches as of 2021. We know this is just the start. There is so much more to do, and I am passionate about P&G Beauty being a force for good across Europe as we step towards achieving our 2030 Responsible Beauty goals at pace.”

Virginie Helias, P&G’s chief sustainability officer, added: “We have committed to enable and inspire responsible consumption through innovation on our product and packaging. Our leading beauty brands in Europe touch millions of lives.

“This new packaging innovation will contribute to making the reuse of packaging irresistible, while enabling a reduction of virgin plastic as per P&G’s Ambition 2030 commitment. It’s no longer about if or what we can do, but how quickly we can do it - the window is now for embracing new sustainable lifestyles.”