P&G launches first fibre deodorant packaging

Procter & Gamble has developed an all-paper, plastic-free deodorant packaging for its Old Spice and Secret brands, as the pushback against plastic packaging grows.

The packaging is first being be introduced in the US, and will be available at 500 Walmart stores across the country in May. The trend to fibre based packaging is seen as good news for print businesses

The Procter & Gamble paper tube package is made with 90 per cent recycled paper, is FSC-certified and features a push-up design that will replace some of P&G’s plastic stick deodorant cannisters.

P&G, which is completing the second phase of recyclability testing on the new package this autumn, hopes to learn how consumers respond to the design. If successful, the company will expand the new package across more of its line-up.

Freddy Bharucha, vice president of personal care, P&G Beauty, said: “We co-designed this package with consumers who are interested in cutting back on plastic waste. The majority of Gen Z consumers have high expectations for environmentally friendly products.”

Anitra Marsh, associate director of global sustainability and brand communications, P&G Beauty said: “If we convert just 10 per cent of our current deodorant packages to recycled paper or another recyclable material, it could eliminate up to  680 tonnes of plastic waste annually. This is just one example of how we are trying to make a difference and build a more sustainable future.”