Renewed Opportunity: Solving Circular Challenges with the Right Partnership

A key component of Procter & Gamble’s Climate Transition Action Plan is to reduce the amount of virgin fossil-based plastics in packaging by 50% by 2030. How can P&G brands play their part without compromising on the unique beauty, branding and functionality of their packaging? ,

for almost two centuries, Procter & Gamble Found in millions of bathrooms and laundry rooms across America, it has provided household-name products. with brand Tide®, Bounty®, Cascade®,
Swiffer® And Crest® Help us keep our homes clean and healthy.

Maintaining a clean and healthy environment for generations to come is also embedded in how P&G has been doing business for decades. A major component of P&G
Net-Zero 2040 Climate Transition Action Plan
Reducing the amount of virgin fossil-based plastics in packaging by 50 percent by 2030.

An admirable goal – but as always, the devil is in the details. How can individual P&G beauty brands play their part without compromising on the unique beauty, branding and functionality of their packaging?

Sustainability matchmaking takes into account the value(s)

P&G S Herbal Essence® The haircare brand cares about the consistency of both the botanical ingredients within the product as well as the bottle itself. In line with P&G’s goals, Herbal Essences is working to reduce reliance on virgin plastics, encourage recycling, and invest in recycled materials across its product lines. So, as the brand began planning the launch of a new line of sulfate-free shampoos and conditioners with genuine botanicals, it also wanted to use new bottles that reflect the brand values ​​and meaningfully serve P&G’s goal. support.

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Herbal Essences knew it would not achieve alignment working alone and extensively researched potential manufacturing partners who could provide recycled plastics for bottles. For the company, it was important that its bottles keep an instantly recognizable branding while increasing both recycled content and recyclability. enter Eastman Renovation
Ingredients – A match made in sustainability heaven.

Eastman Renew is a molecular recycled polyethylene terephthalate (PET) containing 50 percent certified recycled content. * These materials are created by revolutionary molecular recycling technologies that turn single-use waste into basic building blocks, which are then used to create high-performance materials. Brands like Herbal Essences don’t need to compromise on the look or function of their packaging.

Molecular recycling technologies complement traditional recycling processes by expanding the types and amounts of plastics that can be recycled and thus removed from landfills and the environment. Ultimately, these technologies are capable of moving from a linear economy (take, make, consume, waste) to a circular economy (make, use, reuse, remake, recycle). These technologies are focused on minimizing waste while maximizing value – and helping brands live up to their values.

“Together, we can create value from waste and show the world what is possible through innovation,” says Scott Ballard, President of the Eastman Division of Plastics and Circularity. “The value created will help drive the significant changes to our recycling infrastructure that are needed to solve the plastic waste crisis.”

Solutions now take effect over time

Starting November 2021, Herbal Essences introduces five shampoo and conditioner collections in primary packaging made from Eastman Renew Resin. The brand became the first at P&G to use Eastman Renew Resin for its plastic bottles, resulting in 1 ton of plastic waste being removed from landfills for every 2 tons of bottles produced.

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Eastman Renewables Materials are made with recycled materials – and they are recyclable, too. Herbal Essences offers a national recycling program across the US through its ongoing partnership terracycle, So, in addition to incorporating 50 percent recycled plastic, its new sulfate-free Bio:Renewal Collection packaging also includes standard
How2Recycle® Labels to encourage consumers to participate.

“We are excited to see our partnership with Procter & Gamble reach consumers with the launch of these herbal essences packages,” says Chris Layton, Eastman Sustainability Director for Plastics and Circular Solutions. “We are currently providing a solution to the plastic waste problem and look forward to continued collaboration with P&G as a key partner.”

“It is up to all of us to make a difference and create a more sustainable future where plastics are truly recycled, reused and taken out of nature,” says Herbal Essences lead scientist. Rachel Zipperian, “Turning this package into Eastman Renew material reduces the brand’s reliance on Virgin Plastics and helps us bring the world one step closer to making plastics a circular resource.”

,Recycled materials are certified by ISCC through a collective balance allocation process,

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