Colgate-Palmolive is eyeing reduced plastic waste with the latest innovation for its Softsoap brand. The company is introducing Softsoap Foaming Hand Soap tablets and refillable, recyclable aluminum bottles, marking the first refill option in tablet form from a major U.S. brand.
To use, consumers can fill the aluminum bottle with water, add a tablet and wait for it to fizz and turn into foaming hand soap. The starter kit, which includes the bottle and two tablets, uses 71% less plastic than an 8.75-fl.-oz. foaming hand soap bottle.
Colgate-Palmolive said the launch is in line with its sustainability and social impact strategy, which has a goal of eliminating a third of the new plastics it uses as part of its transition to 100% recyclable, reusable or compostable plastic packaging by 2025. Within those goals, Softsoap is aiming to have all of its pump bottles be in 100% post-consumer recycled packaging by the end of 2022.
“As a brand found in 53 million North American households, Softsoap wants to make sustainability a household habit,” said Emily Fong Mitchell, general manager of North America personal care at Colgate-Palmolive. “The launch of Softsoap Foaming Tablets is a big step as we work to build a more sustainable, healthier future for all. Given our reach, we understand the impact of this step on the entire industry. We're excited to be leading this change as the first major CPG brand to offer a refill option in tablet form.”
The tablets are sold in three scents — Sparkling Lavender, Lemon Fizz and Fresh Coconut. The Softsoap Foaming Tablet Starter Kit has a suggested retail price of $5.99 and refills, which contain three tablets — have a suggested retail price of $4.99. The product launched online at major retailers, including Walmart, on July 12.