The shampoo brand will introduce the new bottles in France as a limited edition H&S bottle which will hit the shelves of leading retailer Carrefour this summer.
The innovative move is in partnership with recycling experts TerraCycle and SUEZ, making it the world’s largest production run of recyclable bottles made with post-consumer recycled (PCR) beach plastic.
Lisa Jennings, Vice President, Head & Shoulders and Global Hair Care Sustainability Leader, Procter & Gamble, said: “We felt that the leading shampoo brand in sales should lead in sustainability innovation and know that when we do this, it encourages the entire industry to do the same.
“We’ve been fortunate to work with such great partners in TerraCycle and SUEZ to make this vision a reality.”
This is a first major step in establishing a unique supply chain that involves the support of thousands of volunteers and hundreds of NGOs collecting plastic waste found on beaches.
Virginie Helias, Vice President of Global Sustainability, P&G, said: “At P&G, we believe that actions speak louder than words. The increased use of PCR plastic across our hair care portfolio of brands, demonstrate our continued commitment to driving real change.
“The Head & Shoulders recyclable shampoo bottle made with beach plastic is a world’s first in the hair care category. Increasing the use of recycled plastic in the packaging of our flagship brands, like Pantene and Head & Shoulders, makes it easier for consumers to choose more sustainable products, without any trade-offs. So while we’re proud of what we’ve done and what we’re doing, we know there is much more work ahead.”