When it comes to recycled packaging, cosmetics brand LUSH is practically a veteran. It has repurposed 27 tons of ocean plastics and made donations to conservation groups. Now, manufacturing company Procter and Gamble is following suit, launching Fairy Ocean Plastic bottles made entirely from recycled materials.
As many as 320,000 of the 90% recycled and 10% ocean-plastic bottles are set to be released in the UK in 2018, with the overriding aim of raising awareness of the issues of growing ocean plastic levels.
As a leading brand, Fairy will likely have a significant impact on consumers and competitors alike. To ensure the success of Fairy products, P&G has also partnered with recycling group TerraCycle.
“The issue of ocean pollution is a pertinent one, we hope other brands will be inspired to think creatively about waste and make the circular economy a reality.” [said Tom Szaky, CEO of TerraCycle.]
With plastic waste projected to outnumber fish by the year 2050, P&G hopes that Fairy will stunt the process. If anything, it will prevent some 8,000 tons of plastic from reaching landfills. It’s a start!