A full-page "Earth day every day" feature from P&G in Costco’s monthly member savings mailer kicked off the activity, communicating that the retailer and manufacturer are “working together to deliver new recyclable packaging." The feature emphasized the manufacturer’s partnership with recycling company TerraCycle that “keeps razors out of landfills” and ensures Pantene “bottles are made from 25% recycled materials.” According to TerraCycle’s website, the partners ensure all non-aerosol hair care packaging, including Pantene shampoo as well as conditioner bottles and flexible plastic packaging such as color packets and flexible plastic tubes, are recyclable.
The feature highlighted savings on two club-sized SKUs from Gillette Venus as well as lavender oil & basil moisturizing shampoo and conditioner from Pantene's "essential oils" line — both exclusive to Costco — available from April 14 through May 9. A corresponding digital version of the mailer, a home page carousel ad that ran the first half of the month and an April 14 email ad also spotlighted the products.
Among additional support, the April edition of Costco Connection magazine spotlighted Procter & Gamble's sustainability efforts in a “Supplier Profile" feature. “Many of our products at Costco already use recyclable packaging, like Pantene and Gillette razors. As part of our commitment to responsible sourcing, all Charmin and Bounty items at Costco are Forest Stewardship Council certified and sourced from responsibly managed forests. For every tree used, at least one is regrown,” said Virginie Helias, P&G’s chief sustainability officer, in the profile.
The digital version of the Connection also included a full-page feature for the aforementioned exclusive scent from Pantene.
For its part, Pantene also has been driving consumers to Costco by commissioning shoppable, sponsored Instagram updates from Conde Nast’s Allure beauty publication. The updates link to the exclusive product details page within costco.com. Sponsored blog posts that send readers to Costco also support.