Premium durable packaging is delivered directly to the consumer; then, it is returned and refilled. Three Unilever brands will be the first to test new formats within the Loop system: Dove, Degree and Axe.
These brands will test a premium, refillable deodorant stick. Made from stainless steel, the design is minimal, compact and sustainable, offering a new consumer experience without any unnecessary materials, according to the company. Dependent on usage, the product will last on average one month, with the packaging designed to last at least 100 cycles. This means that each pack is expected to last about eight years, with the potential to save up to 100 packs from being thrown away.
In addition, Unilever’s premium skincare brand Ren Clean Skincare, Love Beauty and Planet, Love Home and Planet, Seventh Generation will all test new reusable packaging made from aluminum and glass.