Procter & Gamble are preparing to launch refillable aluminium bottles across a number of their haircare brands in European markets in 2021.

The aim of P&G’s latest shampoo bottle innovation is to reduce their overall consumption of virgin plastics. The company will be rolling out the aluminium refillable bottles across Head & Shoulders, Pantene, Herbal Essences and Aussie.

“We need to start turning the tide on the plastic waste crisis and there is no time to waste when it comes to protecting our planet,” said Artur Litarowicz, Senior Vice President and General Manager of Haircare for P&G Europe.

The 100% aluminium bottles will be refillable using refill pouches, which are made using 60% less plastic. These pouches can also be recycled, when they are collected and where local recycling facilities are available.

Premium Beauty News reports that: “The announcement was made at a live panel of sustainability experts at the Reuters Responsible Business Summit. The aim is to reduce plastic consumption. There is a huge potential since, according to P&G, 200 million households in Europe are using shampoos from one of their brands.”