Dove, one of the largest beauty brands in the world, has unveiled new initiatives and impact figures to accelerate the global beauty industry’s progress to address plastic waste
As one of the biggest known reduction plans of its kind in the beauty industry, the Dove initiatives will generate an ongoing massive impact, reducing the use of virgin plastic by more than 20,500 tonnes per year.
The brand has opted for long-term initiatives rather than one-off limited editions to ensure a greater and sustained impact. The announcement will be a key contribution to achieving Unilever’s recently announced goals.Plastic waste is one of the biggest global environmental, being driven by a linear, single-use consumption model.Marcela Melero, Dove Global Skin Cleansing Vice President, explains: “At Dove, we believe in care that goes further: for our consumers as well as our planet. We are passionately committed to being one of the brands making the biggest impact against plastic waste.
“We know we’re not perfect, but we can’t afford to wait. We’re working to have the biggest positive impact we can, as quickly as we can, and empowering others to do the same.”
To be part of the solution in creating a circular plastics economy, one where plastics are reused and recycled, Dove is accelerating and expanding its actions with renewed force following the NO | BETTER | LESS PLASTIC framework:
1. NO PLASTIC: Dove is paving the way for the rest of the sector with industry-leading innovations – eliminating the use of plastics where possible by using alternative materials and new packaging formats. Next year its iconic beauty bar single packs will be plastic-free globally , and development is underway to replace the plastic outer-wrap of its beauty bar multipacks with a zero-plastic material.
2. BETTER PLASTIC: Dove is committed to investing in more sustainable plastic choices to reduce the use of virgin plastic, supporting the creation of a circular economy for plastics. This includes today’s announcement that Dove will start to launch new 100% recycled plastic (PCR) bottles where technically feasible, in North America and Europe by the end of 2019 – across all ranges (Dove, Dove Men+Care, and Baby Dove). Dove continues to search for solutions where recycled plastic is not currently technically feasible, including for caps and pumps.
3. LESS PLASTIC: Dove will leverage the technology behind its new reusable, refillable, stainless steel format deodorant sticks: minim™. This technology minimises waste by radically reducing the amount of plastic required. The launch date is not yet confirmed but work is well underway. minim™ will be trialled as part of the LOOP™ platform initiative: a first-of-its-kind, minimal waste, direct-to-consumer shopping system.
Sander Defruyt, New Plastics Economy Lead, Ellen MacArthur Foundation, says: “Better recycling alone will not solve the plastics problems we face today, we must address plastic waste at the source.
“This means eliminating the plastic items we don’t need, innovating the ones we do need so that all of them are reusable, recyclable, or compostable, and circulating all those we use by reusing them, or recycling them into new products and packaging.
“Action is needed now, and on all of these fronts in parallel. That is why we welcome Dove’s announcements. Their significant strides help reduce Dove’s use of virgin plastics, and help to accelerate the global transition to a circular economy for plastics.”
Dove’s initiatives will contribute to Unilever’s recently announced new commitments on plastic: to halve its use of virgin plastic, by reducing its absolute use of plastic packaging by more than 100,000 tonnes and accelerating its use of recycled plastic; to help collect and process more plastic packaging than it sells.Richard Slater, Unilever Chief R&D Officer comments:
“At Dove, we are proud to have more than 100 initiatives ongoing around the world dedicated to tackling plastic waste. But as one of the biggest beauty brands in the world, we have a responsibility to accelerate our progress even further.
“Today’s announcements are an important step in our work to transform how we produce, use and dispose of plastic packaging. By making this move, we aim to drive the global recycling industry to collect more waste plastic and make more recycled plastic available for use.”