27. February 2019 | Recycling

Shampoo brand now with sustainable packaging

Kao vereinbare mit dem Guhl-Verpackungskonzept die Nachhaltigkeit und Premiumpositionierung von Marken
Kao combines sustainability and a premium impression with the new sustainable bottles
Source: Kao

The Japanese consumer goods manufacturer Kao is now relying on sustainable packaging with the relaunch of its traditional Guhl brand. Since the beginning of 2019, the shampoo and conditioner bottles have been made of 50 % recycled polyethylene terephthalate (rPET), while the conditioner bottles are made of 100 % fully recyclable polypropylene (PP). With around 15 million bottles produced each year, almost 780 tonnes of CO2, over 520,000 litres of water and 180 tonnes of PET are saved.

Guhl is the first Japanese brand in Europe to implement the company's new global sustainability strategy for greener packaging, is to be said. "Our goal was to use as high a proportion of rPET as possible without having to accept the inclusions or color falsifications that are otherwise common with rPET," says Daniel Nebe, Team Leader of Packaging Development Mass Products at the company's European Research Laboratory (EURL) in Darmstadt, Germany.

Further reduction planned

The Japanese consumer goods manufacturer is a leader in the avoidance and reduction of plastic packaging, especially in its home market of Japan. The use of patented refill packaging is said to have reduced the use of plastic by 74 %. In the future, further innovations to avoid plastic are planned within a 4R program: Reduce, Replace, Reuse and Recycling.

edited by Thobias Quaß

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