Nivea has launched a range of hand soaps it claims marks a “revolutionary” category first in sustainability.
Called EcoRefill, the range comprises 100% recycled and recyclable PET bottles and cleanser tablets which are used to make the liquid soap.
By putting the tablet in the bottle, adding lukewarm water and shaking, the liquid is created, which is billed as lasting 25% longer than standard Nivea hand soap.
Once the liquid runs out, the process can be repeated endlessly with fresh tablets.
Three variants – Hibiscus & Honeysuckle, Cottonflower, and Lemongrass – have rolled into 50 Tesco stores and Nivea’s online store, ahead of a wider rollout across retail next year.
They will launch in starter kits, which contain the bottle and one tablet (rsp: £2.50), as well as packs of three tablets (rsp: £3).
The liquid itself “boasts a 99% biodegradable formula” and is free from alcohol and mineral oil. “As well as its easy application, the mild formula is pH skin friendly, dermatologically approved, and suitable for all skin types”.
The range will be sold in packs made from Forest Stewardship Council-approved paper.
The move comes as part of a wider push for more sustainable packaging by the brand. By 2025, Nivea plans to reduce the amount of fossil-based virgin plastic in its packaging by 50%, ramp up the amount of recycled material in its packs to 30%, and ensure that 100% of its plastic packaging can be refilled, reused or recycled.
It’s the latest in a series of major steps from household brands to slash plastic and ramp up their eco credentials.
Unilever, for instance, has created a paper-based laundry detergent bottle for its Omo brand (also known as Persil and Skip & Breeze), which will launch in Brazil next year ahead of a future rollout across Europe.