Alberto Balsam is mounting a challenge to Garnier with its own range of plastic-free shampoo bars.
The Unilever brand has created a trio of bars: Sunkissed Raspberry, Nourishing Coconut & Lychee and Juicy Green Apple (rsp: £2.50/75g).
They were “easy lathering” and contained argan oil and natural essential oils to nourishes and condition hair, while providing “24 hours of delicious fruity fragrance”, said Alberto Balsam.
The bars are packaged in 100% recyclable FSC-certified cardboard packaging and last up to 70% longer than a standard 250ml bottle of liquid shampoo, the brand claimed.
They have rolled into Asda, with listings at Tesco, Morrisons, Co-op and Savers to follow later this month.
This was the Unilever-owned brand’s biggest innovation in 10 years, it said.
It came as part of its mission to ensure sustainability in haircare was available to all with new and affordable innovations, it added.
Unilever UK&I marketing director Carly Burford said the launch would make “sustainable choices easier for all the family whilst delivering a great haircare experience”.
It follows the launch of Garnier Ultimate Blends Shampoo Bars in November 2020.
At the time, the L’Oréal-owned brand claimed it was the first major mass beauty brand to offer an alternative to liquid shampoo products, with zero plastic waste.
Alberto Balsam’s move into shampoo bars comes amid Unilever’s ongoing commitment to halve its use of virgin plastic in its packaging by 2025.
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