Old Spice and Secret Become First Major Brands to Introduce All-Paper, Plastic-Free Deodorant Packaging

Consumers expect the brands they trust to not only deliver superior performance, but to also help solve some of the most complex challenges facing our world, including when it comes to sustainability. Plastic pollution in our oceans and landfills is just one example of these complex challenges, but one that P&G is using our global reach, our understanding of the five billion consumers we serve, and our innovation capabilities to make a positive difference.

As we celebrate the 50th anniversary of Earth Day this week, we’re excited to announce that Old Spice and Secret are the first major brands to introduce all-paper, plastic-free deodorant packaging available in select Walmart Stores. Starting in May, the first all-paper tube package for select Old Spice and Secret aluminum-free deodorants, co-designed with consumers interested in cutting back on plastic waste, will be available at 500 Walmart stores in the U.S.

“If we convert just 10 percent of our current deodorant packages to recycled paper or another recyclable material, it could eliminate up to 1.5 million pounds of plastic waste annually,” said Anitra Marsh, Associate Director of Global Sustainability and Brand Communications, P&G Beauty. “This is just one example of how we are trying to make a difference and build a more sustainable future.”

The paper tube package, made of 90 percent recycled paper, is certified by the Forest Stewardship Council and features a “push up” design that would replace some of P&G’s plastic stick deodorant cannisters. P&G, which is completing the second phase of recyclability testing on the new package this fall, hopes to learn how consumers respond to the design. If successful, P&G will expand the new package across more of its line-up.

“We co-designed this package with consumers who are interested in cutting back on plastic waste,” said Freddy Bharucha, Vice President of Personal Care, P&G Beauty. “The majority of Gen Z consumers have high expectations for environmentally friendly products.”

The paper tube package is one of several ideas that P&G has initiated in hopes of reducing plastic waste. Earlier this year, it reduced the amount of plastic in its Secret antiperspirant and deodorant cannisters by eight percent, saving 900,000 pounds of plastic waste.

In October, P&G began selling a limited edition of its best-selling Olay Regenerist Whip with a refill pod that reduces 94 percent of plastic waste. Additionally, it was the first company to join TerraCycle’s LOOP program, which is testing “collect and refill” packages through an e-commerce platform in select cities worldwide.

Both P&G and Walmart have publicly declared aggressive goals in sustainability. By 2030, P&G Beauty’s brands have committed to using 100 percent recyclable or reusable packaging while reducing the use of virgin petroleum plastic by 50 percent. By 2025, Walmart is committing zero waste to landfill for its operations in the U.S., U.K., Canada and Japan.

“Walmart is steadfast in its commitment to transform retail in the interest of environmental sustainability,” said Jason Kloster, Senior Buying Manager, Body Care & Grooming, Walmart. “As the largest retailer in the world partnering with the largest deodorant and antiperspirant brands in the U.S., we know this new paperboard package has the potential to have significant positive impact and lay the groundwork for even broader impact.”

For more information on this announcement and P&G’s plans for 2030, click below.
Environmental Sustainability