Gillette launches a shave brand with sustainability goals

By Deanna Utroske

- Last updated on GMT

photo courtesy of Gillette
photo courtesy of Gillette

Related tags Gillette shave grooming aluminum

The P&G – owned personal care and grooming brand just announced its latest venture. The new Planet KIND shave and skin care brand has partnered with Plastic Bank to limit plastic waste in the oceans.

According to this month’s press release, the new Gillette brand has set a goal of helping the Plastic Bank keep some 10 million plastic bottles out of the oceans over the course of a year. To do this, for every Planet KIND product purchased the brand will contribute to keep 10 bottles out of the oceans.

Based in Vancouver, British Columbia, Plastic Bank is a for-profit social enterprise (a business that puts commercial strategies to work for both profit and to benefit social, environmental, or financial causes).

Plastic Bank works by essentially employing people living in the Philippines, Indonesia, Brazil, and Egypt to collect waste plastic and exchange it for goods like medical insurance, internet access, and school tuition.

“Our goal at Plastic Bank is to work with likeminded organizations to create environmental, social and economic impact,”​ says David Katz, CEO and Founder at Plastic Bank, in his remarks to the press. “Together with Planet KIND, we are reducing ocean plastic and empowering the world to thrive.”

Planet KIND has also teamed up with TerraCycle, giving consumers a way to recycle razor handles and cartridges.

Shave and skin care essentials

The Planet KIND line includes razor handles, blade refills, a shave cream, a face wash, and a moisturizer. And, according to John Claughton, VP of North America Grooming at P&G, the brand “makes it easier to incorporate eco-friendly choices into your shaving and skincare routine.”

“We know consumers are looking for sustainable products that are kind to skin, and don’t want to compromise on performance,” ​he says in this month’s press release about the brand launch. “Our Planet KIND products are designed with this in mind and are backed by a brand people already know and trust.”

Gillette is retailing Planet KIND on this ecommerce site​ as well as at Target stores.

Recycled and recyclable packaging highlights

This month’s press release highlights the sort of plastic content and durability features of the new products, noting that the razor handles are made of 60% recycled PET, product bottles are made with 85% recycled plastic content, shave cream is packaged in aluminum, and the cartridges are expected to last for one month of use.

Gillette is on track to have 100% of its packaging be recyclable within the decade and this brand launch is a part of the effort.

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