Beauty News: P&G announced on Thursday, August 12th, 2010, that it is planning to launch sustainable packaging made from Brazilian sugarcane on several of its leading beauty brands. The announcement was made by Gisele Bundchen, Pantene endorser in Brazil, at an event that morning in her home country.

Gisele Bundchen for Pantene Pro-V in Sao Paulo

Here’s Ed Shirley, Vice-Chairman of P&G Beauty and Grooming, with more details on this new sustainability effort:

“P&G’s plan to launch sustainable, renewable packaging made from Brazilian sugarcane, on three of our leading global beauty brands – Pantene Pro-V, COVERGIRL and MaxFactor. By starting to replace traditional, non-renewable petroleum-based plastic with renewable alternatives, we’re leading the industry in science-based sustainable innovation and demonstrating our commitment to sustainability.

P&G Beauty & Grooming’s ongoing approach to sustainability is based on a scientific assessment of a product’s full environmental impact. The switch to renewable packaging will be made globally over the course of the next two years to make the most meaningful improvement to our footprint that we can.

This initiative, together with others you’ll be hearing about from us soon, will help meet the needs of women around the world who’ve been telling us that they want more environmentally-friendly products with no trade-offs in performance, aesthetic or value”.