Unilever brand Dove has released a new reusable body wash set that gets consumers into the habit of refilling their soap bottle.
The brand’s Reusable Body Wash Bottles, which come in aluminium and plastic variants, come as part of a starter kit with a high concentrate refill in a small plastic bottle.
To use the body wash consumers must fill the bottle with the concentrate, simultaneously cementing the habit into their routine and showing them how easy the extra step actually is.
The refill concentrate screws on to the top of the reusable bottle to ensure that every last drop is used. Once the concentrate is added, consumers then fill the bottle with water and shake to create the final product.
On-pack messaging on the set tells consumers that they have used 50% less plastic after two refills, compared to Dove’s traditional bottles. For those using the plastic reusable bottle this saving is achieved after four refills. In addition to this, both solutions ship 80% less water per refill, with 21% fewer greenhouse gas emissions emitted from manufacturing.
“We know that reusables are of huge interest to consumers,” a Dove spokesperson said, “and as industry leaders, it’s our responsibility to drive innovations that incentivise purchase behaviours with products that enable people to consume more consciously.”
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