Shampoo brand Head & Shoulders is to collect plastic waste from Europe’s beaches and turn it into squeezy bottles.
The limited edition bottles are being produced with recycling expert Terracycle and waste management company Suez.
Despite marine plastic waste being difficult to recycle due to degradation, the organisations have found a way of using it for a quarter of their new packaging.
Virginie Helias, Vice President of Global Sustainability at P&G, said: “The Head & Shoulder’s recyclable shampoo bottle made with beach plastic is a world’s first in hair care.
“It’s a step in the right direction to find new solutions to the challenges brought forward by the Ellen MacArthur Foundation at last year’s World Economic Forum when it was stated that by 2050 there would be more plastic than fish in the ocean.”