The Procter & Gamble Company (NYSE:PG) today announced plans to use renewable, sustainable, sugarcane-derived plastic on selected packaging on several of its personal care and beauty brands.

Unlike traditional plastics made from non-renewable petroleum, the new material PG&E will use in its Pantene Pro-V, COVERGIRL and Max Factor brands is made using a process which transforms sugarcane into high-density polyethylene (HDPE) plastic, a type commonly used for product packaging.

P&G will source the sugarcane-derived plastic from Braskem SA, who manufactures the material using ethanol made from sustainably-grown Brazilian sugarcane. The sugarcane-derived HDPE is 100% recyclable in existing municipal recycling facilities.

By launching this renewable packaging on some of its global beauty brands, P&G hopes to leverage its tremendous scale and reach to deliver meaningful environmental improvements.

''This innovation is truly consumer-driven. As we talk with women around the world, they tell us that they want to make themselves more beautiful without making their environment less beautiful,'' said Gina Drosos, Group President, Global P&G Beauty. ''With this new packaging innovation, women can have confidence that their favorite brands are helping to make a difference.''

The pilot sugarcane-derived packaging will be rolled out globally over the next 2 years, with the first products expected to be on shelf in 2011. There is still no word whether Proctor & Gamble has any intention of rolling out the sugarcane-based plastic in any of its other major consumer brands.

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