Packaging leader Amcor and beauty giant Avon have announced the launch of the AmPrima Plus refill pouch for Avon's Little Black Dress shower gels in China.

The new refill pouch boasts significant environmental benefits.

Made with recyclable materials, it contributes to an 83% reduction in carbon footprint and reductions of 88% and 79% in water consumption and energy usage, respectively, when recycled.

This innovation aligns with Avon's ambitious sustainability targets.

The company aims to use 100% reusable, recyclable, or compostable packaging materials for all its products by 2030.

Additionally, Avon has recently accelerated its goals to include using a minimum of 50% recycled content by weight in all its plastic packaging by 2030 and supporting collection programmes in key markets.

Amcor's research and development team partnered closely with Avon to design this refill pouch.

The companies said the AmPrima Plus pouch offers all the functionality and consumer appeal of traditional packaging, including essential barrier properties, durability, and high-quality graphics.

Importantly, it maintains production efficiency with run speeds matching non-recyclable alternatives.

“Amcor’s AmPrima product range offers packaging options to help major brands, like Avon, reach their sustainability goals,” said Roawin Luo, global director of Product Management at Amcor.

“We are proud to deliver a recycle-ready solution that elevates the functionality and consumer appeal of such an iconic brand as Avon.”

Abby Deng, marketing head of Avon China, added: “By integrating a refill format with a recycle-ready film material, we've innovated a fresh refill pack for our iconic Avon Little Black Dress shower gels.

“This partnership marks a significant milestone in our commitment to sustainability and innovation, allowing consumers to enjoy our high-quality products while contributing to a more environmentally friendly future."

The 350ml refill pouch for Avon's Little Black Dress shower gel is now available in China.

Both companies are already working on expanding the partnership to include a refill pouch for the Shimmer Shower Gel, expected later in 2024, along with the development of additional sustainable packaging solutions.