Products associated with three of the world's most recognizable brand names soon will be packaged into high-density polyethylene based on ethylene derived from sugarcane. Procter & Gamble will introduce the new packaging starting in 2011.
Braskem's material will be used on selected packaging for products in P&G's Pantene Pro-V hair care and its Covergirl and Max Factor cosmetics brands. Packaging made from the new material will be rolled out globally over the next two years, with the first products expected to be on shelves in 2011.
"This innovation is truly consumer-driven. As we talk with women around the world, they tell us that they want to make themselves more beautiful without making their environment...