Procter & Gamble has launched shampoos from leading hair care brands in reusable aluminum bottles on the Russian market. Consumers will be able to repeatedly refill refillable vials using refillable units. Konstantin Rzayev, Managing Partner of EcoPartners Group, took part in the presentation of the new Procter & Gamble packaging under the slogan #ResponsibleBeauty.
P&G's initiative to market new reusable refillable unit packaging is designed to help reduce the use of plastic in manufacturing by using 60% less plastic. The manufacturer managed to achieve a qualitatively new packaging composition - replaceable blocks are made of polyethylene and polypropylene, which are 100% recyclable into high-quality granules, which are also in demand on the Russian market. Previously, packages of this type were composite - consisting of several layers of different types of materials, which made recycling difficult, and usually simply impossible.
To unlock the full potential of such a solution, an important step is the approach and actions of other industry players - manufacturers that produce products in this type of packaging, packaging management companies, packaging manufacturers and recyclers.
To organize the collection of packaging, this year a project will be implemented to install containers for collecting difficult-to-handle plastics (soft plastic packaging, replaceable blocks, toothbrushes) in more than 100 Magnit stores in Moscow, Kazan, Nizhny Novgorod, Yekaterinburg and St. Petersburg. They will appear on the maps of these cities in the social and environmental navigator service «+1Gorod». EcoTechnologies Group of Companies will act as an infrastructure partner of this project, and processing will be carried out at the Tver Polymer Recycling Plant.