• by P.J. Bednarski  @pjbtweet, April 20, 2020

Secret and Old Spice deodorants will introduce innovative paper dispensing tubes, eliminating the familiar plastic push-up types.

For Procter & Gamble, which makes both brands, it’s another showy example of the consumer packaged goods giant’s push to have its beauty and grooming brands use only 100% recyclable or reusable packaging by 2030 and reduce use of virgin petroleum plastic by 50%. 

The new containers, which also have a push-up function, will be available in 500 Walmart stores in May. If consumers like the packaging, P&G will expand the product offering nationwide and expand company products that will use it. 

The tilt of major CPG brands toward more environmentally-friendly  packaging and ingredients is a trend that has accelerated just as governmental initiatives toward a greener environment have not. 

Freddy Bharucha, vice president of personal care in the P&G beauty division, says, “We co-designed this package with consumers who are interested in cutting back on plastic waste. The majority of Gen Z consumers have high expectations for environmentally friendly products.”

P&G began spreading the news about the new containers two days before the 50th anniversary of Earth Day. 

Earlier this year, P&G reduced the amount of plastic in the conventional Secret deodorant container.

The paper tube package is made of 90% recycled paper that contains no wax, plastics, BPA, or PFA. New paper fiber is used to make the post-consumer recycled paperboard stronger at the base.

At first the new packaging will be available for Secret’s Rose + Geranium scent and Old Spice’s Cedar & Salt. Both will retail for about $10.

Other big CPG brands like Unilever have also ramped up their efforts to reduce plastic use. Along with P&G, Unilever is now testing the idea of “refill” stations for soap and shampoo -- and in Unilever’s case, even for Hellmann’s mayonnaise.

The coronavirus pandemic has boosted sales for P&G’s household goods as consumers stay inside. 

Last week it reported a 10% first quarter increase in U.S sales, the largest in decades, as consumers stocked up on a wide array of company products, including Mr.Clean, Tide, Bounty, Pampers, Vicks -- and of course, Charmin toilet tissue. 

’“Consumption of our products is not likely to dissipate,” CEO David Taylor said. “We will serve what will likely become a forever-altered health, hygiene and cleaning focus for consumers.”