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Sweet! P&G beauty packs to use sugarcane-derived plastic

Selected packaging for Pantene Pro-V, Cover Girl, and Max Factor brands will use plastic derived from sugarcane that is 100% recyclable.

sugarcane.JPGThe Procter & Gamble Co. has announced plans to use renewable, sustainable, sugarcane-derived plastic on selected packaging on its Pantene Pro-V, Cover Girl, and Max Factor brands.

Sugarcane-derived plastic is made from a renewable resource using what P&G says is an innovative process that transforms sugarcane into high-density polyethylene plastic. It remains 100% recyclable in existing municipal recycling facilities. The technology sounds similar to that used for the The Coca-Cola Co.’s PlantBottle™, which uses sugarcane-derived monoethylene glycol to produce PET bottles that are 30% plant-based.

"P&G's commitment to use renewable, bio-derived plastic in its global beauty and grooming product packaging is an important step forward in its efforts to improve the environmental profile of its products," says Dr. Jason Clay, senior vice president of Market Transformation of World Wildlife Fund, U.S. "We applaud this announcement as part of their leadership in finding innovative solutions to the sustainability challenges facing the world today."

By launching this renewable packaging on some of its global beauty brands, P&G will leverage its scale to deliver meaningful environmental improvements, it says. P&G will source the sugarcane-derived plastic from Braskem SA, which manufactures the material using ethanol made from sustainably grown Brazilian sugarcane. The pilot will be rolled out globally over the next two years, with the first products expected to be on shelf in 2011.

''This innovation is truly consumer-driven. As we talk with women around the world, they tell us that they want to make themselves more beautiful without making their environment less beautiful,'' says Gina Drosos, group president, Global P&G Beauty. ''With this new packaging innovation, women can have confidence that their favorite brands are helping to make a difference.''

Says Len Sauers, P&G vice president, Global Sustainability, "Using sugarcane-derived plastic represents another step in P&G's commitment to environmental sustainability and the development of sustainable innovation products P&G is making significant progress in environmental sustainability through our work with external partners. Together, we are working on creative solutions that deliver science-based sustainable innovations."

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