HAIR BEAUTY BRANDS OPT FOR REUSABLE ALUMINUM BOTTLES

After confinement, consumers are increasingly aware of the need to use environmentally sustainable products. Companies know this too, and that is why they have become greener. Well-known brands such as Pantene, H&S or Herbal Essences and Assi have opted to apply ecology and design to their packaging by reducing plastic and including 100% reusable aluminum bottles for their shampoos.

This launch will be on the market later this year and will make us buy these aluminum bottles, which come with a similar design, but less polluting, making refilling these containers a common consumer gesture. “This launch represents a change in customer habits, but thanks to the ease with which the bottle can be refilled, we are convinced that consumers will adopt this routine in their bathrooms. This innovation will save 60% of plastic while reducing environmental impact,” says Elio Estevez, director of Sustainability and Scientific Communication at P&G Iberia.

“As a leading beauty brand in Europe, we are aware of the scale that our actions can achieve. Undoubtedly, this launch will mean acquiring new consumer habits that will allow us to be more sustainable and responsible,” says Javier Riaño, vice president of P&G Beauty Iberia&Corporate Marketing España.

The 430-millimeter aluminum bottle is built to last up to four years of continuous use and will be priced at 9.99 euros. Then, each refill, 480 millimeters, will cost between 5.49 and 7.99 euros, depending on the brand.

Precisely because it is a durable material that preserves the product’s priorities and is infinitely recyclable, aluminum has been chosen as the material of choice. In fact, this initiative aims to eliminate up to 10,000 tons of plastic per year from the market through a simple gesture such as refilling.

Spain expects to exceed the aluminum packaging recycling target set for 2030. In addition, 30% of consumers would be willing to pay more for sustainable packaging when shopping online. Sustainability is increasingly becoming a decisive element for buyers, confirming that this trend is here to stay.