Henkel relaunches laundry products with 50% recycled content

       Henkel's Schwarzkopf brand will relaunch its Schauma care range in February 2022, with a redesigned bottle that can show consumers clearer and more personalized packaging, containing at least 50% recycled plastic, and a lighter weight bottle.

       Henkel said one of the key changes to Schauma packaging will be a "timeless, neutral and modern" redesign. Featuring the Schauma brand name in dark blue, with bubbles designed around the letters, it showcases the brand's purpose and values. In addition, Henkel said the new packaging is minimalist and can more clearly communicate the product's benefits for different hair types. The company said the back of the packaging will directly convey to consumers the "emotional" appeal, which will help them find the most suitable product. The cap and bottle are designed to be the same color. According to Henkel, this leaves room for graphics on the bottle, while also enhancing the clarity of the product information.

        Henkel added that it has incorporated its sustainability goals into the bottle redesign, all of which have been reduced in weight. The opaque bottles of the Schauma products launched reportedly contain 50% recycled plastic, while the transparent bottles are made up of at least 98% recycled plastic, neither of which includes a label.

        The cap of the Schauma bottle is also made of 25% recycled plastic, according to the company. In addition, the Schauma bottle will be packaged in a recyclable paper folding box.

        Earlier this year, Henkel announced that its Pril hand sanitizer would be available in refillable packaging, including a 100% recycled PET pump and a recyclable mono-material PE bag from Mondi. Previous relaunches of Henkel beauty brands such as Nature's Box have also focused on improving sustainability, using post-consumer recycled materials.