Cosmetics & Personal Care Packaging Self-Regulation

P&G to Trial Olay Refillable Packaging in the UK and USA

Procter & Gamble (P&G) is to pilot refillable packaging for its Olay skincare brand in the UK and USA.

The move is the first mass retail skincare brand to adopt such an initiative.

Beginning in October 2019 and running for three months, Olay Regenerist Whip moisturizer will be available in a refill pod that fits in the original jar.

If adopted, and the brand moved a significant portion of Olay Regenerist moisturizer jars to refillable pods – five million jars’ worth.

Consumers will be able to purchase the refillable Olay Regenerist Whip package that contains one full jar of Olay Regenerist Whip and one refill pod of moisturizer that can be placed inside the jar once it’s emptied.

The package will be sold and shipped in a container made of 100% recycled paper and will not contain an outer carton in order to reduce the use of paperboard. The pods themselves are also recyclable.

Anitra Marsh, Associate Director of Sustainability and Brand Communications for Skin and Personal Care, said: “The ultimate goal is to find and adopt many more sustainable packaging solutions, and the refillable Olay Regenerist Whip package is the first step of that journey. It’s really important for us to get it right because only then can we bring this concept to market at scale.”

Olay will test its refillable Olay Regenerist Whip moisturizer on in the US and UK and select retailers online for a three-month period (pricing info to come), then evaluate the learnings to inform future packaging.


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P&G to trial Olay refillable packaging in the UK and USA

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