It wasn’t just consumers who praised Gillette’s new packaging

Since last September, all Gillette products have been fully available in paper packaging on the Hungarian market following the introduction in Western Europe in 2021. The paper used for the new FSC-certified packaging comes from sustainably managed forests.

However, the innovation was not only driven by the company’s sustainability efforts. In the course of consumer research, the results often reported that Gillette’s previous plastic packaging was difficult to open, and consumers described it as extremely difficult to open. This feedback was particularly common in relation to plastic blister packs, which the participants in the consumer surveys found particularly frustrating. The new paper packaging thus not only takes into account environmental protection aspects, but also improves the customer experience by making it easier to open.

“At P&G, we work to make people’s everyday lives easier and a little better. That’s why we involve consumers and employees with disabilities in the design of our products, packaging, advertising and facilities to create a more accessible world and great experiences for everyone.

– says Yvette Krubl, head of communications at Procter & Gamble.