GILLETTE has unveiled what it says is its most significant product and packaging upgrade to date.
The move sees personal care firm unveil new fully recyclable cardboard packaging as well redesigned the handles across its range of refillable razors.
The new packaging is made from recycled content and responsibly sourced paper that is certified by the Forest Stewardship Council (FSC). Gillette said it estimates that it will eliminate a total of 66,000 kilograms of plastic in the UK and Ireland.
It comes following the firm’s research finding that over half of consumers (55%) say that recycling packaging is one of the most important factors when deciding to buy a bathroom product. A further 69% said they’d be more interested in buying a product if it was in sustainable packaging.
Matt Thomas, Gillette brand director for the UK and Ireland, said, “As the biggest brand in male grooming we know we have a responsibility to drive significant change in the category and these upgrades across our packaging and razors are the first significant step in that journey. There’s always more to be done, but through this, and our ongoing razor recyclable programme with TerraCycle, we’re making progress.”