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Sustainable Skincare Brand Maiiro To Put Spotlight on Greenwashing Brands

UK-based sustainable skincare brand Maiiro has launched a new campaign that takes aim at what it sees as greenwashing by many of its competitors. Its aim is to put pressure on those brands to step up their plastic reduction programs, and to encourage consumers to be more aware of the impact of their purchases. The campaign, which Maiiro calls ‘Pack of Lies’, aims to be an information hub on the way in which brands are greenwashing. It will also give tips on how consumers can better recycle plastic. Maiiro has launched as petition too, to push for legislation to improve transparency in brands’ plastic reduction efforts. 

"Maiiro launches new campaign to tackle beauty industry's plastic problem", The Drum Network, September 12, 2019

Kimberly-Clark Outlines Its Efforts To Reduce Plastics Use

Kimberly-Clark’s global sustainability lead for products and packaging, Daniel Locke, discussed the company’s Sustainability 2022 strategy, launched in 2016. The goals included diverting 150,000 metric tonnes of waste materials from landfill by recycling or upcycling, without specifying composition of the waste. Locke said that the company used to focus on packaging efficiency and light-weighting but, although that remains a laudable aim, it is moving to making it more recyclable, degradable or reusable. The company has not yet issued a specific “multi-pronged plastics strategy”, but it has created a dedicated UK Plastics Pact team in the UK, tasked with finding non-recyclable packaging and developing formats that are lightweight and made from recyclable plastics or alternative materials. In the UK, it’s scaling its ‘RightCycle’ scheme, launched in the US in 2011, that enables business clients to recycle disposable hygiene products, such as gloves and shoe covers, into inflexible ...  More

"Inside Kimberly-Clark's plastics packaging strategy", edie newsroom, August 17, 2019

Unilever Japan To Use Recycled Plastic For New Products

Unilever Japan announced that, for new products, instead of using virgin PET it will start using 95% recycled plastic packaging in the second half of 2019 and 100% recycled plastic by the end of 2020. It will start with new products from three brands Lux, Dove and Clear. The move is part of the company’s focus on LBN-P (Less / Better / No-Plastic) as a way “deplasticize,” and part of the company’s broader goal to make 100% of its plastic packaging reusable, recyclable or compostable by 2025, and to ensure at least 25% of plastic used comes from recycled sources. Unilever said the effort excludes plastic that is currently technically difficult to convert due to additives such as colorants.

"Unilever Japan to shift all packaging to 100% recycled plastic by end 2020", Unilever , August 16, 2019

P&G Rethinking Brands Around Power Of Purpose

In April, P&G announced its “Ambition 2030” goals that would “enable and inspire positive impact on the environment and society.” As part of this effort, the company set out its “Brand 2030” criteria that outline actions brands can take to become a “force for good and force for growth.” In an August interview with Forbes, P&G's Chief Sustainability Officer Virginie Helias, gave some details, saying the process starts with the brand defining its specific ambition: “What is their social or environmental commitment that they are going to choose? It needs to be measurable, it needs to authentically fit with the brand equity so there is no ‘greenwashing,’ and it needs to be brought to life with tangible acts.”

Actions are built around this brand ambition, with innovation to change packaging, communication to promote responsible consumption and reductions in the environmental impact across the supply chain. Helias gives Herbal Essences as an example. It defined its ambition as ‘enabling ...  More

"The Power Of Purpose: How Virginie Helias And P&G Are Making Sustainability 'Irresistible'", Forbes Media , August 05, 2019

Henkel Shares Easyd4r, A Software Tool For Evaluating Recyclability Of Packaging

Henkel is making available for download a tool it developed to quickly assess the recyclability of packaging. It’s intended to be used during the early stages of packaging development and help guide developers to more sustainable solutions. It holds data about packaging material drawn from Plastics Recyclers Europe and Henkel says it’s used throughout the company.  Independent tests by Fraunhofer Institute for Environmental, Safety and Energy Technology UMSICHT affirmed the tool’s accuracy. Henkel says it’s been well received and German drugstore chain dm-drogerie markt has set EasyD4R as a standard for all its suppliers. It can be downloaded here: https://www.henkel.com/sustainability/sustainable-packaging/easyd4r

"Henkel shares software tool for evaluating the recyclability of packaging", Henkel , July 30, 2019

 
Developed by Yuri Ingultsov Software Lab.