In August, P&G and Eastman announced a landmark agreement to collaborate on initiatives that will advance the recycling of more materials, encourage recycling behavior and prevent plastic from going to waste. The launch of Herbal Essences in packaging from Eastman Renew materials, timed to coincide with America Recycles Day on November 15, is the first concrete step the companies are taking to leverage Eastman's molecular recycling technologies and advance their shared commitment to the circular economy.
Five Herbal Essences bio:renew sulfate-free collections, including the Aloe Vera lineup, will be upgraded to Eastman Renew materials beginning this month. These will be followed by two new collections coming to market in January 2022. These new packages will also include standardized How2Recycle® labels to clarify recycling instructions and encourage recycling behavior, even in the bathroom.
"It's on all of us to make a difference and create a more sustainable future where plastics are truly recycled, reused and out of nature," explains Herbal Essences principal scientist Rachel Zipperian. "Making this package change to Eastman Renew materials reduces the brand's dependence on virgin plastic and helps us bring the world one step closer to making plastic a circular resource. By including the standard How2Recycle® label, Herbal Essences is encouraging people to recycle their empty bottles."
Eastman Renew materials are made via Eastman's molecular recycling technologies using waste plastic that, without this technology, would end up in landfills. These advanced recycling technologies complement traditional recycling, expanding the types and amounts of plastics that can be recycled. This gives materials an extended useful life and diverts plastic waste from landfills or the environment.
"We are excited to see our partnership with Procter & Gamble reach consumers' hands with the launch of these Herbal Essences packages," said Chris Layton, Eastman sustainability director for plastics and circular solutions. "We are delivering solutions to the plastic waste problem right now and look forward to the continued collaboration with P&G as a leading partner."
*The recycled content is achieved by allocating the recycled waste plastic to Eastman Renew materials using a mass balance process certified by ISCC.