The A.I.S.E. Product Resource Efficiency Project

for Laundry Powder Detergents (#3)

“PREP-P3”

A sector initiative towards more sustainable Laundry Detergents

July 2012

PREP-P3

2

Project details

• Principles: – Follow-up to the A.I.S.E. “Code of Good Environmental

Practice” (1997-2002), LSP-1 (2006-2008), LSP-L (2009-2011) and LSP-2 (2009-2012)

• Regional Scope: – EU + Iceland, Liechtenstein, Norway and Switzerland

– Companies can choose the countries for which they wish to commit

• Product Scope: – Heavy Duty Low Suds (HDLS) powder detergents used

for household laundry

– Project open to all companies placing household laundry powder detergents in the region (members and non-members of A.I.S.E. and/or its National Associations)

PREP-P3

3

Project details

• Companies Commitment: – To compact / concentrate their laundry powder

detergents, reaching a recommended dosage ≤75 g/wash and ≤115 ml/wash for a normal washing machine load, delivering at least the same performance as before

– To optimize the usage of packing materials, committing to a reduction by ensuring a high fill level, remaining at least overall in line with current filling levels. In particular, for individual rigid containers, effective filling ratios should continue to be no less than 70% of the maximum filling ratio

– To communicate to consumers about the correct use of compact products through on-pack communication, using the A.I.S.E. non-branded material*

* a front-label patch, a back-label patch as shown in the next slides

PREP-P3

4

Timetable

• July 1, 2012: Project “opened”

This is the “Sign-in” starting date as of which companies are allowed to sign a “Letter of Commitment” on a confidential basis with A.I.S.E.

“Sign-in” possible until March 31, 2014

July 1, 2013: Project “activated”

As of this date (but not before), Companies are allowed to start using the A.I.S.E. on-pack communications materials on their products (as specified in the “Letter of Commitment”)

• June 30, 2014: Project “closed”

By this date participating companies must have started "placing on the market" the new products with the on-pack communication material and must have stopped producing pre-PREP products

PREP-P3

5

Market evolution

In 2010, still > 60% of the volume (ca. 950,000 tons) of household laundry powder detergents in the region recommended >75 g/wash

Data from Euromonitor International

PREP-P3

6

Potential environmental load reductions

• After its full implementation, PREP-P3 is estimated to deliver the following potential environmental load reductions per year (versus

2011) :

– 116,000 tons of raw materials

– 8,300 tons of packaging materials

– 5,900 truck journeys

• Furthermore there is a more efficient/ effective use of shelf space

PREP-P3

7

Central guidance provided by A.I.S.E. to accompany the product changes and encourage sustainable consumption by consumers, inviting them to ADAPT their habits vis-à-vis the new recommended dosages

• Clear-cut information for consumers concerning:

− A new voluntary industry initiative

− Concrete tips about changing dosing behavior

• Defined framework:

− Start of on-pack communication with the new “PREP-P3”-compactedproducts

− On-pack artwork to be used for at least 6 months after reformulation

− The same A.I.S.E. material is expected to be used by all participating companies thus maximizing clarity of communication

Communication objectives

PREP-P3

8

Toolkit for campaign based on key messages with 2+1 on-pack communication elements:

1. Front label patch

2. Back label patch

3. “Washright©” / “Cleanriight ©“Panel (whenever possible)

N.B. Participating companies are strongly encouraged to continue to use, whenever possible, the “Washright ©” / “Cleanriight ©“ panel

-o-o-o-o-o-o-o-o-o-o-o-o-o-o-o-

The patches have the same “look & feel” of the patches used for the previous A.I.S.E. sustainability initiatives (LSP-2, LSP-L), thus providing a more immediate visual communication to consumers

On-pack material

PREP-P3

9

Scoop with handle Scoop w/o handle S

Silent version

Monolingual version

On-pack front label

Clear information on

what has changed

No. of washes provided by the product in the pack

(50 is just an example)

Clear signal

that the dosing

needs to be changed

PREP-P3

10

“115 ml”

(as an example)

Clear indication of the

new dosage

This back-label patch will be positioned close to the dosage instructions panel

On-pack back label

PREP-P3

11

Scoop with handle Scoop w/o handle S

For companies/brands that are not compacting their powders, but did so before the launch of this project and meet the

PREP-P3 criteria

• Front label (non mandatory)

• Back Label (non-mandatory)

Silent version

Monolingual version

N.B.: 50 loads and 115ml

are just examples

On-pack material (for already compacted products)

PREP-P3

12

NB: This panel is also being made available to any company placing laundry detergents on the EU market-

Self-explanatory heading for the “Washright© ” / “Cleanright© ” Panel

Clear, self-explanatory sentences

=> Objective : Give clear “reasons why” and benefits of changing habits

Washright©/ Cleanright© panel

PREP-P3

13

Dose right with PREP-P3: get the best from your detergent

and benefit the environment

Same power from less detergent • More compact / concentrated • New packs are clearly indicated with

the “scoop” symbols • Less powder to do the same job than

one needed before • New dosing instructions

Less impact on environment • Less powder per wash • Less transport per wash • Less packaging per wash

Read the label Follow the instructions to get the best from your detergent! • Dose right - use a “scoop” to measure your powder • Look at the number of washes, not the size of the pack • Follow the tips to get the best performance • Follow the tips to minimise the impact on the environment

Consumer messages

PREP-P3

14

Industry innovation is minimizing the

environmental impact of laundry powder detergents through

compaction / concentration

Same power from less detergent • More compact / concentrated • New packs are clearly indicated with the

“scoop” symbols • Less powder to do the same job than

one needed before • New dosing instructions

Less impact on environment • Less powder per wash • Less transport per wash • Less packaging per wash

Stakeholder messages

Industry is encouraging consumers to improve their dosing habits in the interests of sustainability • In 2010 still > 60% of the volume (ca. 950,000 tons) of household laundry powder detergents in the

region recommended >75 g/wash • Industry is providing improved guidance on pack for correct dosing • Industry is providing tips to minimise the impact on the environment • This will enable consumers get the best performance and value