P&G announces first shampoo bars in paper packs across European haircare portfolio

P&G has announced the launch of its first paper packaging innovations for its shampoo and conditioner bars range across its European haircare portfolio: Head & Shoulders, Pantene, Herbal Essences and Aussie.

P&G said the new products will change the way people buy and use shampoo and conditioner, with each handmade bar crafted to elevate consumers’ haircare experience with its high performance and unique properties.

The new shampoo bars have been formulated where one bar equals up to two equivalent 250ml liquid shampoo bottles, while meeting consumer desires in line with their liquid counterparts.

With the introduction of more and more post-consumer recycled plastic into regular bottles and the refill system, the launch of bars will further contribute to the reduction of 300 million bottles of virgin plastic per year, the consumer goods giant claimed.

The new boxes of shampoo bars are made with recyclable FSC paper, and P&G added that consumers are eager to be more sustainable and urging brands to help them, with a new global research conducted by P&G Beauty revealing that 75 per cent of consumers would like to buy more beauty products with packaging made from recycled material. In fact, almost two in three consumers (65%) already try to buy plastic free packaging.

“Every day we are working to raise the bar in sustainability. And I am thrilled to say that to raise the bar again, we are now bringing highly performing handmade bars across the total P&G hair care portfolio in Europe – including Head & Shoulders, Pantene, Herbal Essences and Aussie,” Artur Litarowicz, head of P&G Beauty Europe, said.

“Not only do these innovations offer a delightful experience due to their unique formulas and shapes – but their boxes are paper-based with FSC certified paper, to further advance us on the mission to reduce virgin plastic.”

Designed in recognisable signature branding, Head & Shoulders, Pantene, Herbal Essences and Aussie shampoo and conditioner bars all come in easy-to-hold bar shapes with an integrated built-in cotton rope to hang in the shower for ease of storage.

Head & Shoulders has also pioneered its first active anti-dandruff solid shampoo bar, which also has scalp massaging properties. The company said its testing process has revealed consumers’ reaction to the bars, stating “it feels unique, easy-to-hold and practical”.

In addition, Aussie is becoming the company’s first household brand to launch a solid conditioner bar.