P&G has announced the launch of its first shampoo bars across its European haircare portfolio, including Head & Shoulders, Pantene, Herbal Essences and Aussie.

The new shampoo bars have been formulated where one bar equals up to two equivalent 250ml liquid shampoo bottles.

Since 2021, P&G Beauty has reduced virgin plastic usage by 50%, equivalent to 300 million virgin bottles less per year. The launch of the shampoo bars will further contribute to a reduction of plastic bottles.

Furthermore, new research revealed that 75% of consumers are eager to be more sustainable and are urging brands to help them achieve this at home.

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Speaking at Reuters Responsible Business Summit, the head of P&G Beauty Europe Artur Litarowicz said: “I am thrilled to say that to raise the bar again, we are now bringing highly performing handmade bars across the total P&G hair care portfolio in Europe.

“Not only do these innovations offer a delightful experience due to their unique formulas and shapes – but their boxes are paper-based with FSC certified paper, to further advance us on the mission to reduce virgin plastic.”

WWF UK Paula Chin added: “Plastic pollution is one of the most visible symptoms of the environmental crisis we’re facing and it’s devastating our natural world. Businesses, governments and households have all got an important part to play in tackling this.

“Consumers are rightly concerned about this issue so it’s great to see P&G playing their part to drive down the use of plastics with this new range.”