New cardboard packaging estimated to eliminate 300 tonnes of plastic per year
Today, consumers expect more from the brands they trust. According to an IPSOS survey commissioned by Gillette, 69% of UK consumers surveyed believe they would be more likely to buy a product with sustainable packaging. This ecological awareness makes packaging a central concern. Indeed, reducing plastic waste has become a priority for users, to the point of becoming a key factor in purchasing and product loyalty.
Conscious of the desire of the people who use Gillette products to take a responsible approach and limit their carbon footprint, we are taking a step towards sustainability with new recyclable cardboard packaging for all our refillable razors. We estimate that this initiative will eliminate 300 tonnes of plastic in Europe in one year, the equivalent of more than 30 million bottles of water (estimation calculation based on previous year’s shipping volumes).
Cardboard packaging at the heart of the circular economy
In order to support our users on the road to recycling, our new packaging is made of cardboard and paper only. These materials are recognisable, easy to sort and recyclable. An important factor since 90% and 89% respectively of the consumers questioned in our study stated that paper and cardboard are materials that are easy to recycle properly.
Constantly looking for solutions and alternatives that are more respectful of the environment, our teams have chosen the circular economy. In fact, the cardboard and paper used to make up the box and holder of our refillable razors are made from used newspapers, magazines and cardboard. The outer box contains a minimum of 50% recycled material while the inner tray contains 95% recycled material. This is the packaging that has the highest recyclability rate in Europe. In fact, according to recent European Union data, 85.8% of cardboard and paper packaging is now recycled, making this material the perfect example of the efficiency of the circular economy in the territory.
The road to developing a 100% plastic-free box
It has taken years of work to gradually transition our plastic packaging to a more sustainable alternative made of cardboard. This evolution began in 2006 with the introduction of cardboard in our packaging. The use of cardboard in the packaging of our refillable razors has grown steadily until, as of 2016, more recyclable cardboard materials are used than plastics. This process has resulted in significant progress, and today we are able to offer a box made exclusively of sustainable and recyclable cardboard, 100% plastic-free.