Procter & Gamble is now heavily marketing its sugarcane-based packaged Pantene Pro-V Nature Fusion hair care products starting in Western Europe this summer.
If readers recall, P&G announced in August last year its intent to use Braskem’s sugarcane-based high-density polyethylene (HDPE) plastic for packaging on its Pantene Pro-V, Covergirl and Max Factor brands.
According to Braskem, P&G is a long-time customer of the company’s traditional PE plastic products. P&G said the newly packaged hair care products will be marketed to the rest of the world over the next two years.
The company noted that sugarcane-derived plastic consumes over 70% less fossil fuel and has over 170% less greenhouse gas emissions per ton compared to petroleum-based plastic.
“The use of sugarcane-based plastic in our Nature Fusion packaging allows us to offer the same performance consumers expect from Pantene but in a more sustainable way,” says Hanneke Faber, P&G’s Vice President & Brand Franchise Leader for Global Pantene. “We’re thrilled to be the first hair care brand to use this technology on its packaging but we also recognize sustainability is a journey and we’re fully committed to it.”
Maybe the retail expansion of the green PE-packaged Pantene products is one of the reasons why Braskem recently announced in New York City during the company’s investor/media day that it is thinking about expanding its current 200,000 tonne/year sugar-based PE production in Triunfo, Brazil, by building another plant.
According to ICIS News (subscription only), Braskem is thinking of building a worldscale green PE plant with around 400,000 tonne/year capacity, which will be fully integrated into sugarcane ethanol production plant. The second plant could be completed by late 2014 to 2015, according to Braskem CEO Carlos Fadigas.