Gisele Bündchen, Pantene's endorser in Brazil, announced today that Procter & Gamble will be making some changes. Over the next two years, look for the packaging for Pantene Pro-V, CoverGirl, and Max Factor (if you're outside the US) to go green. In lieu of the more traditional petroleum-based plastic, packaging will be made from renewable Brazilian sugarcane.
Lots of brands have gone to more sustainable packaging already, but P&G is an enormously powerful company and a dominant player in the personal care market. So the fact that it's making this push is perhaps indicative of a directional shift on the industry's part, and could spill over into even more mass market products. What do you think? Is this a sign of more changes to come?