It was once a time that big beauty brands didn’t care about being more environmentally-friendly. Previously, environmental consciousness, sustainability and waste reduction were only a passion project for smaller, independent brands. The need to make a change is becoming more urgent than ever (much like consumers’ demand for Earth-loving products), and some of the biggest names in personal care are making powerful changes in the right direction. Dove is the latest to demonstrate an incredible effort.
Dove today announced that it will switch to 100 percent recycled plastic bottles by the end of the year. This is a significant rework of its packaging and is expected to have a huge impact. The brand released a statement saying that the Dove initiatives are one of the most well-known reduction plans in the beauty industry. They will have an ongoing huge impact on virgin plastic use, with more than 20,500 tonnes per year being reduced. “The amount Dove will save annually in virgin plastic would be enough for the Earth to circle 2.7 times.”
However, switching to recycled plastic bottles is only the beginning of a larger effort. Dove’s plans to reduce waste follow the parent brand Unilever’s internal framework, which focuses on using less plastic and better plastics, as well as no plastic at all. Here’s how that works respectively: Dove is currently working on leveraging the technology behind its new reusable, refillable, stainless-steel-format deodorant sticks, which minimizes waste by “radically reducing” the amount of plastic required.
Dove will launch new, 100 percent recycled plastic (post-consumer plastic or PCR) bottles in its Dove, Dove Men+Care and Baby Dove brands by the end of the year. The brand also plans to eliminate plastics wherever possible through the use of alternative materials and new packaging formats. The announcement states that the iconic Dove beauty bars single packs will be made without plastic next year and that “development is underway for the replacement of the plastic outer-wrap in its beauty bar multipacks by a zero-plastic material.”
Dove won’t rest until these goals have been met. The announcement states that Dove will continue to look for solutions for plastics not technically possible, such as caps and pumps. This indicates that Dove is committed to reducing virgin plastic usage.
Dove’s efforts will be appreciated by its customers and will contribute to Unilever’s commitment to make all its plastic packaging 100% reusable, recyclable or compostable by 2025.
The brand announced that it was committed to “leading the fight against plastic waste” and fostering change in the industry. Dove encourages collaboration and accelerated action through these initiatives to address the world’s plastic crisis. This will shift both consumer and commercial behavior in order to end plastic waste.