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2019/03/12

Kao launches sustainable packaging with its traditional haircare brand Guhl in Europe

The haircare brand Guhl, available in Germany, Austria, Switzerland and the Netherlands has launched a new sustainable packaging. Guhl's shampoo bottles now consist of 50% recycled polyethylene terephthalate (rPET), while the conditioner bottles are made of 100% polypropylene (PP) and are therefore fully recyclable. By using 50% rPET in the Guhl shampoo bottles, Kao now saves more than 770 metric tons of CO2 annually. Guhl is Kao's first brand in Europe to implement the company's renewed global sustainability strategy for greener packaging.

Kao not only sets new standards for sustainable packaging in the European beauty market, but also in reconciling the sustainability and premium appeal of its products. The packaging developers at the Kao European Research Laboratory (EURL) in Darmstadt, Germany, did not want to compromise on the quality of Guhl's iconic shampoo bottle. "We wanted to use the highest possible percentage of rPET without having to accept inclusions or color distortions, which are otherwise common when using rPET," says Daniel Nebe, Team Leader Packaging Development at Kao EURL. With around 15 million Guhl shampoo bottles produced per year, Kao manages to save more than 770 metric tons of CO2, more than 520,000 liters of water and 180 metric tons of virgin PET by using rPET.

Daniel Nebe continues: "Regarding the conditioner bottle, we have made sure that all packaging components are made from one material and that they can be 100% recycled back into the material flow and thus reused instead of being thermally recycled."

Kao strives to reduce the use of plastics in our product packaging as announced in its Philosophy and Actions on Plastic Packaging in October 2018. It will continue to innovate with its 4R program approach of Reduce, Replace, Reuse, and Recycle.

About Kao

Kao creates high-value-added products that enrich the lives of consumers around the world. Through its portfolio of over 20 leading brands such as Attack, Bioré, Goldwell, Jergens, John Frieda, Kanebo, Laurier, Merries and Molton Brown, Kao is part of the everyday lives of people in Asia, Oceania, North America and Europe. Combined with its chemical division, which contributes to a wide range of industries, Kao generates about 1,500 billion yen in annual sales. Kao employs about 33,000 people worldwide and has 130 years of history in innovation. Please visit the Kao Group website for updated information.

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