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Beauty: Procter & Gamble’s Eco Makeover

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At a Pantene event in Brazil last week, supermodel and Pantene endorser Gisele Bundchen announced that parent company Procter & Gamble will be packaging select products in a new type of renewable and sustainable plastic made from Brazilian sugarcane.

Unlike other bio-based plastics made from wheat and corn, Procter & Gamble says that the sugarcane packaging is 100 percent recyclable in existing municipal recycling facilities. The eco-initiative will start with beauty brands Pantene, Covergirl and Max Factor and, with time, move to more brands under the Procter & Gamble umbrella.

In an example of consumer-driven innovation, P&G realized through conversations with women around the world that they want to look beautiful without sacrificing the beauty of the environment around them. The new packaging will be available beginning in 2011. With a global leader like P&G making the green leap, it wouldn’t be surprising to see more major brands follow suit.

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