Since the last quarter of 2025, Axe deodorant duos sold in France have no longer been shrink-wrapped in plastic film. Instead, Unilever, to which the brand belongs, and Spanish paper manufacturer Saica have implemented a paper grouping strip, combined with paper adhesive tape, on this promotional format typical of supermarkets.
The change anticipates future European regulations on packaging and packaging waste, the PPWR, and meets the stated objectives of reducing virgin plastic.
The Anglo-Dutch multinational has committed to reducing its virgin plastic footprint by 40% by 2028, compared with 2019. Saica, for its part, points to a roadmap to reduce the total weight of plastic in packaging produced for its customers by up to 20%.
On the technical side, Saica uses a "high-performance" paper to facilitate unpacking and handling by the consumer. The paper manufacturer also highlights the paper's mechanical strength, which is compatible with transport, as well as its suitability for high-resolution printing to ensure that promotional packs remain legible on the shelf.
In addition to the material, the project involves a change in process. Saica says it is supporting Unilever from equipment specification through to installation and commissioning of strapping machines. The partners also point to energy savings, as strapping replaces shrink film requiring high temperatures.
Ibon Aznar, sustainable innovation manager for flexible packaging at Saica Flex, says: " This partnership with Unilever demonstrates how innovation and sustainability can go hand in hand to generate a tangible impact. With this paper solution, we anticipate regulatory changes while preserving the customer's technical performance and design quality."
