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Sweet! P&G to pilot sugarcane-derived plastic on selected packaging

Starting in 2011, Procter & Gamble will start a sustainable packaging program for Pantene Pro-V, COVERGIRL and Max Factor brands. The environmentally friendly packaging, derived from sugarcane is 100% recyclable, according to P&G plans to source the plastic from Braskem SA, which manufactures the material using ethanol made from sustainably-grown Brazilian sugarcane. The pilot will be rolled out globally over the next two years, with the first products expected to be on the shelf in 2011. In a report by, Gina Drosos, global group president for P&G beauty, said the move to sugar cane-derived plastics was consumer driven. "As we talk to women around the world, they tell us that they want to make themselves more beautiful without making their environment less beautiful," said Drosos.