Tom Branna, Editorial Director01.14.22
Dove brand executives want consumers to “buy once, refill for life.” Unilever’s new Dove Reusable Bottles and Body Wash Concentrate are packaged in recyclable and 100% recycled bottles.
“At Dove, we are on a mission to eliminate plastic waste without compromising on care for your skin,” said a company spokesperson. “The Dove Reusable Bottle brings us one step closer to that goal.”
Dove's packaging solution uses 50% less plastic after only a few uses.
The bottles are designed to be reused and refilled with Dove body wash concentrates which are packaged in recyclable and 100% recycled bottles. Consumers have two packaging options from which to choose. Dove Reusable Aluminum Bottle + Body Wash Concentrate uses 50% less plastic after two refills, compared to standard Dove bottles. The 16oz bottle and 4oz refill retails for $14.99. The Dove Reusable Bottle + Body Wash Concentrate uses 50% less plastic after four refills, compared to standard Dove bottles. The 16oz bottle and 4oz refill retail for $9.99. Both formats are available in three scents: Daily Moisture, Cucumber and Shea Butter & Warm Vanilla. The products are available in January through eCommerce and at mass, food and drug retailers throughout the US.
Dove says it is making a lifetime commitment to consumers and reusable bottles.
This move is just the latest part of an effort that the Unilever brand made nearly three years ago.
Scores of Packaging Projects
Dove currently has more than 100 different projects running across the world looking at every facet of its packaging. Preceded by the introduction of 100% recyclable PCR plastic Body Wash bottles in 2019 and Dove 0% Aluminum Refillable Deodorant in 2020, the introduction of Dove Reusable Bottles + Body Wash Concentrates is the latest move to fulfill the brand’s commitment to transition all Dove packaging to be plastic-free, made from 100% PCR plastics or reusable/refillable by 2025.
“While this innovative packaging system is currently only available in the body wash format, we are exploring reusable bottles for other products for future release,” added the spokesperson.
To ensure the metrics of this latest packaging move, Dove hired independent sustainability consultants to calculate the environmental footprint of its concentrated bodywash and refillable bottle, compared to its standard 22oz bodywash. The team considered impacts from sourcing to manufacturing and disposal.
“With this study, we concluded that after two refills of the aluminum bottle or four refills of the PCR bottle, the Dove reusable bottles and concentrate help consumers use 50% less plastic than if they were to buy our standard single use 22oz body wash bottles,” said the spokesperson.
Over the course of a year, there are additional benefits in key environmental impact areas, including reduced carbon dioxide emissions and energy savings.
Dove created both the 100% recycled plastic bottle and aluminum bottle to help meet consumer preferences regarding price and material. For those who would prefer to purchase the least amount of plastic, the aluminum bottle is available at a higher price point. Alternately, the recycled plastic bottle is available at a lower price point than the aluminum bottle.
Will Shoppers Buy In?
Fast-moving consumer goods companies have had mixed results when it comes to convincing consumers to follow the “reuse, recycle” message. Dove executives note that Dove
body wash concentrates are packaged in 100% recycled plastic that can be recycled after use.
“While you are also able to recycle the Dove reusable bottle, it is designed to last a lifetime. In fact, we believe in the quality of our reusable bottles so much that we have given them a lifetime guarantee. If your Dove Aluminum or 100% Recycled Plastic Bottle is ever broken or damaged, we will replace it free of charge – no proof of purchase needed,” said the spokesperson.
To make the greatest environmental impact and reduce plastic waste, Dove and Unilever hope consumers continue to reuse and refill it. But if for some reason the consumer needs to recycle it, easy-to-follow instructions are available on the H2R logo found at the bottom of the starter kit for each component.
“At Dove, we are on a mission to eliminate plastic waste without compromising on care for your skin,” said a company spokesperson. “The Dove Reusable Bottle brings us one step closer to that goal.”
Dove's packaging solution uses 50% less plastic after only a few uses.
Dove says it is making a lifetime commitment to consumers and reusable bottles.
This move is just the latest part of an effort that the Unilever brand made nearly three years ago.
Scores of Packaging Projects
Dove currently has more than 100 different projects running across the world looking at every facet of its packaging. Preceded by the introduction of 100% recyclable PCR plastic Body Wash bottles in 2019 and Dove 0% Aluminum Refillable Deodorant in 2020, the introduction of Dove Reusable Bottles + Body Wash Concentrates is the latest move to fulfill the brand’s commitment to transition all Dove packaging to be plastic-free, made from 100% PCR plastics or reusable/refillable by 2025.
“While this innovative packaging system is currently only available in the body wash format, we are exploring reusable bottles for other products for future release,” added the spokesperson.
To ensure the metrics of this latest packaging move, Dove hired independent sustainability consultants to calculate the environmental footprint of its concentrated bodywash and refillable bottle, compared to its standard 22oz bodywash. The team considered impacts from sourcing to manufacturing and disposal.
“With this study, we concluded that after two refills of the aluminum bottle or four refills of the PCR bottle, the Dove reusable bottles and concentrate help consumers use 50% less plastic than if they were to buy our standard single use 22oz body wash bottles,” said the spokesperson.
Over the course of a year, there are additional benefits in key environmental impact areas, including reduced carbon dioxide emissions and energy savings.
Dove created both the 100% recycled plastic bottle and aluminum bottle to help meet consumer preferences regarding price and material. For those who would prefer to purchase the least amount of plastic, the aluminum bottle is available at a higher price point. Alternately, the recycled plastic bottle is available at a lower price point than the aluminum bottle.
Will Shoppers Buy In?
Fast-moving consumer goods companies have had mixed results when it comes to convincing consumers to follow the “reuse, recycle” message. Dove executives note that Dove
“While you are also able to recycle the Dove reusable bottle, it is designed to last a lifetime. In fact, we believe in the quality of our reusable bottles so much that we have given them a lifetime guarantee. If your Dove Aluminum or 100% Recycled Plastic Bottle is ever broken or damaged, we will replace it free of charge – no proof of purchase needed,” said the spokesperson.
To make the greatest environmental impact and reduce plastic waste, Dove and Unilever hope consumers continue to reuse and refill it. But if for some reason the consumer needs to recycle it, easy-to-follow instructions are available on the H2R logo found at the bottom of the starter kit for each component.
