These days, beauty brands are increasingly doing their bit for the environment. Be it recycling schemes or discounts if you bring back your old packaging, it’s easier than ever to give back through beauty. And Olay is the latest brand to join in, as it has just launched refillable packaging for its bestselling Regenerist Whip moisturiser.
In order to avoid excess plastic pollution and to make their bestseller as sustainable as possible, Olay has announced that from October 2019 through to the end of the year, they will be offering Regenerist Whip as a refillable jar, with cartons made from 100% recycled paper. Essentially, users just need to slot their new capsule into their original jar when the product needs topping up. Very clever indeed.
The brand predict they will save an incredible 1,000,000 lbs of plastic by doing this, which is of course an impressive feat.
Discussing this move, Anitra Marsh, Associate Director of Brand Communications, Global Skin and Personal Care Brands at P&G, said: ‘The ultimate goal is to find and adopt many more sustainable packaging solutions, and the refillable Olay Regenerist Whip package is the first step of that journey.’
She continued, explaining that the only reason this scheme is currently running for a few months is because Olay want to ensure it is as strong as it can be before they introduce it as a permanent feature:
‘It’s really important for us to get it right because only then can we bring this concept to market at scale.’
Olay’s Regenerist Whip – which was the top-selling anti-ageing moisturiser in the US in 2018 – is an incredibly lightweight formulation that contains Vitamin B3, Amino-Peptide Complex and Pro-Vitamin B5. The cream is great at targeting fine lines and wrinkles, without feeling heavy or weighing skin down. It also has a matte finish, making it the perfect pre-makeup product for oily or combination skin types.