Always Cotton Protection ‚Magic Paper‘ Packaging

Procter & Gamble – Fem Care

Always has pioneered a more sustainable packaging innovation called ‘Magic Paper’, the paper-based packaging is fully recyclable and made from sustainably sourced renewable materials.

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General Description

Menstrual care brand Always has pioneered a paper-based packaging innovation as a more sustainable alternative to plastic.

The paper used in the Always Cotton Protection packaging is a truly sustainable alternative to plastic because it can be easily recycled and is made of fully renewable resources from certified forests. It’s designed to be compact to save raw materials compared to carton and it is lightweight to reduce emissions during transportation.

The paper bag is a sustainable packaging solution suited for period products because it has minimised printing without a plastic coating. It can be applied on existing production lines in manufacturing plants which minimises cost, allows reuse of equipment and accelerates execution to market.

This innovation is the first full replacement of LDPE with FSC paper (no plastic coating) whilst maintaining the product quality and safety. The packaging provides full protection of the product in the bag without compromises.

Sustainability Impact

Responsible sourcing: The paper used in our new Always Cotton Protection packs is sourced with the highest sustainability standards from Swedish FSC-certified forestry meaning that the land is managed to the Forest Stewardship Council standards.

Circular model: the packaging supports circularity by being recyclable through the paper stream which is the most commonly used recycling stream across Europe.

Sustainable by design: The bag is designed to be compact to save raw materials compared to a carboard box and it is lightweight to reduce emissions during transportation.