A Closer Look at P&G’s Paper Deodorant Packaging


Procter & Gamble Beauty (P&G) has announced the launch of its all-paper, plastic-free deodorant packaging for Old Spice and Secret.

The two brands will reportedly test the first all-paper tube for select Old Spice and Secret aluminum-free deodorants in May 2020 at 500 Walmart stores in the United States.

The Details

  • The paper tube package is made of 90% recycled paper and is certified by the Forest Stewardship Council.
  • The pack features a “push up” design that would replace some of P&G’s plastic stick deodorant canisters.
  • The paper tube package will contain an invisible solid deodorant available in new scents made with essential oils: Secret Rose + Geranium and Old Spice Cedar & Salt.
  • P&G, which is completing the second phase of recyclability testing on the new package this fall, hopes to learn how consumers respond to the design. If successful, P&G plans to expand the new package across more of its line-up.

Freddy Bharucha, vice president of personal care, P&G Beauty, said, “We co-designed this package with consumers who are interested in cutting back on plastic waste. The majority of Gen Z consumers have high expectations for environmentally friendly products.”

Anitra Marsh, associate director of global sustainability and brand communications, P&G Beauty, added, “If we convert just 10% of our current deodorant packages to recycled paper or another recyclable material, it could eliminate up to 1.5 million pounds of plastic waste annually. This is just one example of how we are trying to make a difference and build a more sustainable future.”

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