P&G start using sugarcane derived packaging

sugarcane3Kicking off in early 2011 Proctor & Gamble is going to start packaging some of their products in a polyethylene derived from sugarcane. Flagship brands such as Max Factor, Pantene Pro-V and Covergirl will see a selection of their products manufactured in this stuff. This high density plastic-look packaging is made by a Brazilian company called Braskem from sustainably-grown sugarcane. It’s chemically the same as the crude oil-based plastic so the quality and level of product protection doesn’t suffer, but is 100% recyclable.

In their statement P&G didn’t specify exactly what % Recycled_High_Density_Polyethyleneof their products they will be packaging with this brilliant stuff, so I’m hoping this isn’t just a greenwash maneuver. These new technologies do take a while to put into production and servicing the packaging needs of such a massive company will take a while to build up on Braskem’s part. So moving my natural corporate skepticism aside, this is a hugely positive move on P&G’s part and definitely time for their competitors to step up. L’Oreal? Estee Lauder? alexia inge

Verity Douglas

Verity Douglas

Content Editor

Verity is our Content Editor and a Cult Beauty veteran. Currently on maternity leave, raising Cult Beauty’s honorary ‘word nerd’, Tabitha, she speaks fluent ‘beauty’ and loves nothing more than the marriage of language and lip balm (and cleanser and candles… ad infinitum). Nothing can stop her from quoting Nancy Mitford, treating herself to yet another Bella Freud candle for her desk or buying that pilgrim-esque collared or heavily fringed outfit she’s been eyeing. You can trust her to debunk widespread beauty myths and dispense invaluable advice with ease…