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Dove unveils global anti-waste initiatives, commits to ‘no, better, less’ plastic

Unilever-owned beauty brand Dove has unveiled a suite of new initiatives to accelerate the global beauty industry’s progress to address plastic waste. The amount of virgin plastic Dove will save globally per year would be enough to circle the Earth 2.7 times, said a press release.

Through a combination of alternative packaging materials, recycled plastic and investing in refill technology, Dove is looking to drive a movement to create a new value for plastics and reduce the volume of plastic it produces. The new commitments are part of Dove’s 2025 commitment to reduce plastic waste, which will see the brand avoid the use of more than 20,500 tonnes of virgin plastic globally per year.

Dove claims to have opted for long-term initiatives rather than one-off limited editions to ensure a greater and sustained impact. According to the brand, plastic waste is one of the biggest global environmental and human health issues, and it is being driven by a linear, single-use consumption model.

To be part of the solution in creating a “circular plastics economy”, one where plastics are reused and recycled,  Dove is following the “no, better, less” framework globally.

  • No plastic: Next year, Dove’s beauty bar single packs will be plastic-free globally, and development is underway to replace the plastic outer-wrap of its beauty bar multipacks with a zero-plastic material.
  • Better plastic: Dove will start to launch new 100% recycled plastic (PCR) bottles where technically feasible, in Europe and North America, by the end of 2019 – across all ranges (Dove, Dove Men+Care, and Baby Dove). Dove continues to search for solutions where recycled plastic is not currently technically feasible, including for caps and pumps.
  • Less plastic: Dove will leverage the technology behind its new reusable, refillable, stainless steel format deodorant sticks, minim. This technology minimises waste by radically reducing the amount of plastic required. The launch date is not yet confirmed, and launch markets are being decided, but work is well underway.

Through these initiatives, Dove aims to call for “collaborative, accelerated action” to help resolve the world’s plastic problem by shifting both commercial and consumer behaviour to turn the tide against plastic waste. Dove’s initiatives will contribute to Unilever’s recently-announced commitment to halve its use of virgin plastic, by reducing its absolute use of plastic packaging by more than 100,000 tonnes and accelerating its use of recycled plastic. It also targets to collect and process more plastic packaging than it sells.

Marcela Melero, Dove global skin cleansing VP said the brand believe in care that goes further, for its consumers as well as the planet. “We know we’re not perfect, but we can’t afford to wait. We’re working to have the biggest positive impact we can, as quickly as we can, and empowering others to do the same,” added Melero.

[Marketing is proud to once again present PR Asia in Singapore this year. Join us for a series of exclusive case studies, interactive and thought-provoking discussions this 13-14 November in Singapore and discover the latest strategies, insights and groundbreaking ideas to elevate your PR practice. Register now.]

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