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2020/11/25

Kao Focuses on Sustainable Packaging and Innovative Products with its Iconic Haircare Brand Guhl in Europe

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With the introduction of solid shampoos for its iconic haircare brand Guhl, Kao is continuing its journey to implement the company's sustainability goals. Thanks to their packaging made of FSC-certified paper, the solid shampoos do not contain any plastic at all - this protects the environment and saves resources. The new Guhl Nature Repair and Longlasting Volume Solid Shampoos come with recyclable packaging and formulas without microplastic that are 95% biodegradable* and are twice as economical as conventional shampoos.

  • * Based on the organic components of the formulation according to the OECD guidelines

"It was important for us to not only focus on sustainable aspects when formulating the product, but also to keep an eye on the brand-typical product experience," explains Armin Haery, Marketing Director Kao Consumer Division DACH. "Solid shampoos are a growing product segment that today goes beyond sustainability. They are economical, space-saving, plastic-free and very easy to use. The advantages of solid shampoos are obvious."

With the relaunch of the brand last year, sustainable packaging concepts were already introduced across the entire range of the brand: The Guhl shampoo bottles are made from 50% recycled polyethylene terephthalate (rPET) while the conditioner packaging is made from 100% polypropylene (PP) and is therefore completely recyclable.

"In the future, Kao is planning further innovations to avoid plastic within its 4R program: Reduce, Replace, Reuse, Recycle", explains Nicola Bäuerle, Director Sustainability, Kao Consumer Division, Americas and EMEA. "A second important component in achieving our goals defined in our ESG strategy, the Kirei Lifestyle Plan, will increasingly be the topic of sustainable product formulations. Here, too, we are planning important innovations for the next few years."

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