P&G Joins TerraCycle’s Loop Pilot Test in New York Metro Area

Convenient zero-waste e-shopping platform will include 8 of P&G’s leading household brands



The Procter & Gamble Company (NYSE:PG) announced it is testing reusable packaging on some of its most popular products as part of LoopTM, a new effort that aims to change the world’s reliance on single use packaging and disposable waste. Many of P&G’s largest global brands, including TideTM, CascadeTM, PanteneTM and Oral-BTM will participate in this innovative sustainable platform being tested in the New York metro area starting today. The circular e-commerce platform developed by international recycling leader TerraCycle will also “collect and recycle” some items like toothbrush heads and razor blades, creating circular solutions that help eliminate waste.


Loop is a first of its kind global packaging and shopping circular solution which aims to improve environmental performance, as well as consumer convenience and affordability compared to current e-commerce solutions. Empty containers are collected, cleaned, refilled and reused, giving consumers a responsible way to consume household products as well as a delightful experience. P&G was the first consumer products company to join Loop and will be evaluating package functionality and features, as well as loyalty and re-purchase rates in the test market.


Announced at the World Economic Forum Annual Meeting in Davos, Switzerland, in January 2019, the Loop partnership further advances P&G’s Ambition 2030 sustainability goals and the Company’s ongoing commitment to turning sustainable intentions into positive everyday actions.

P&G scientists and engineers have developed innovative manufacturing, packaging and distribution solutions that will make sustainable living easy for participating households. Eight P&G brands will be available through Loop, and the company will use the pilot test market to validate and optimize how to operate a collect-clean-refill business model.





Durable Packaging


Household favorites such as Tide, Cascade, and Pantene have designed new durable and refillable packaging, featuring luxurious containers with new features and functionalities.


Tide, America’s #1 laundry detergent, is participating in Loop with its Tide purclean plant-based laundry detergent in a new durable bottle made from stainless steel with a simple twist-cap and easy pour spout.Cascade has developed new ultra-durable packaging for Cascade ActionPacs™ which enable consumers to skip the prewash.FebrezeTM is participating with durable, refillable packaging that is also available in stores, testing a new direct-to-consumer refill and reuse model.Pantene is introducing a unique bottle made with lightweight, durable aluminum for its shampoo and conditioner.Crest is driving sustainability in Oral Care through new Crest Platinum mouthwash, a unique formula that delivers fresh breath and stain prevention in a refillable glass bottle.


Recycling Products Refills


Oral-B will test a circular solution for its manual toothbrush -- Oral-B CLIC. The new design features a durable handle equipped with a unique ClicFit™ mechanism that allows consumers to only exchange the brush head. TerraCycle will collect and recycle the used brush heads, and supply fresh brush heads via the Loop platform.GilletteTM and VenusTM will provide premium travel packs as durable packaging that the consumer will keep in addition to the handle. The used parts and blades from these grooming products will be collected from consumers for further recycling by TerraCycle.


“We are building on more than 180 years of innovation and world-class consumer insight to enable responsible consumption at scale,” said Carolyn Tastad, P&G’s Group President - North America. “We’re proud to partner with TerraCycle as the first CPG company to be part of this program as we work to accelerate sustainable innovation and explore new circular solutions that consumers love.”


P&G packaging expert Brent Heist said, “Loop gives us the opportunity to test and learn what a refill and return business model must deliver in order to make it a truly scalable, sustainable proposition. Several of our brands re-designed beautiful new packages to test durable materials like stainless steel, and others like Oral-B CLIC are trying a new design that reduces plastic waste by up to 60% through a durable handle equipped with a ClicFit mechanism for replacing and recycling the brush head.”


How Loop Works


SHOP: Consumers will go to the Loop website or Loop partner retailers’ websites and shop for trusted brands now redesigned to be packaging waste-free.


RECEIVE: Consumers receive their durable products in Loop’s exclusively designed state-of-the-art shipping tote that eliminates the need for single-use shipping materials like cardboard boxes.


ENJOY: Consumers experience elegance, convenience and product performance all while eliminating the idea of throw-away packaging waste.


PICK-UP: There is no need to clean and dispose of the package; as consumers finish their products, they place the empty package into one of their Loop totes. Loop will pick-up directly from their home.


CLEAN: Loop’s team of scientists has developed custom cleaning technologies so that each product may be safely reused.


REFILL, RECYCLE OR REUSE: Loop promptly replenishes products as needed and returns the refilled shipping totes to the consumer. If there is recoverable used product such as razors or brush parts, they will be recovered to be reused or recycled.


Retrieved from Gillette news

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