A first for haircare, Procter & Gamble begins production of a high-density polyethylene shampoo bottle for Western Europe that comprises plastic made from sugarcane.

Procter & Gamble has begun producing its new Pantene shampoo and conditioner bottles made primarily from plant-based plastic—a move it first announced last August. This high-density polyethylene material, a first for the haircare industry, is made from sugarcane and will be featured on the Pantene Pro-V Nature Fusion collection. The new bottles will be initially launching in Western Europe with expansion plans to the rest of the world over the next two years.

According to P&G, the packaging uses less of the planet’s nonrenewable resources, replacing petroleum-based plastic with plastic derived from sugarcane, a natural and renewable resource. The company also notes that sugarcane-derived plastic consumes more than 70% less fossil fuels and releases more than 170% less greenhouse gases per ton than traditional petroleum-based plastic.

The new Pantene Pro-V Nature Fusion sugarcane-based packaging will become available across several Western European markets and retailers over the summer and autumn. This will be a seamless transition for consumers, P&G says, as the formulas will remain unchanged, and the new bottle has virtually identical characteristics to its predecessor, including its recyclability. The Nature Fusion collection was launched in 2009 and is sold in all major markets globally.

“The use of sugarcane-based plastic in our Nature Fusion packaging allows us to offer the same performance consumers expect from Pantene but in a more sustainable way,” says Hanneke Faber, P&G’s vice president & brand franchise leader for Global Pantene. “We’re thrilled to be the first haircare brand to use this technology on its packaging but we also recognize sustainability is a journey, and we’re fully committed to it. Our goal is to punctuate this journey with meaningful innovations that make our communities more healthy and beautiful, and we hope others will follow.”

By using renewable resources, such as sugarcane-based plastic, Pantene is supporting P&G’s goal of replacing 25% of petroleum-based materials with sustainably sourced renewable materials by 2020. P&G’s long-term vision is to use 100% renewable or recycled materials on all of its products.

Earlier this month, The Coca-Cola Co. announced that it had launched the first 100% sugarcane-derived HDPE bottle for its Odwalla juice line. Coca-Cola has been in the forefront of developing the technology for traditional polymers made from plants—in particular, PET—for several years.