Olay becomes the first major skincare brand to experiment with rechargeable packs | Environment

Olay has become the first major global skincare brand to test reusable packaging for the purpose of reducing plastic waste.

The brand, owned by consumer goods company Procter & Gamble, will sell each jar of its Regenerist Whip moisturizer with a recyclable refill capsule that can be placed inside the container. They will be sold and shipped in a recycled paper container rather than in cardboard and without cellophane wrapping.

The three-month trial, which will begin in the United States and the United Kingdom in October, was announced the same week that Waitrose unveiled an essay aimed at encouraging buyers to get rid of unnecessary packaging. The supermarket will provide vending machines for customers to fill their own containers and sell bulk fruits and vegetables without packaging or plastic boxes.

Anitra Marsh, Procter & Gamble's Associate Director of Brand Communications, said, "The ultimate goal is to find and adopt many more sustainable packaging solutions, and refillable packaging is the first step in this process. trip. It is important for us to do it right, because only in this way will we be able to commercialize this concept on a large scale. "

Much of the waste in skin care is the result of buying products they have not used, she says.

"We call this the" skin care graveyard ", which often goes to landfill. If we can ensure that every woman or man has the right diet for her specific skin care needs, we will also reduce the amount of waste. "

Refills of products in the beauty sector have so far been worn by luxury and niche brands, including Rituals for body creams and L'Occitane for body cleansers. On the high street, Lush is expanding its range of solid shampoos and skin care products, including facial oils, make-up removers and eye mask, without the excessive plastic packaging that comes with the usual "cleanse" routine. , tone, moisturize.