# Paper-Made Soap Packaging The Lenor Paper Bottle Laundry Soap Packaging is Arriving in 2022 By Michael Hemsworth | Published 2021-07-21 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/laundry-soap-packaging References: [packagingeurope](https://packagingeurope.com/procter-gamble-announces-first-lenor-paper-bottle/) & [paboco](https://www.paboco.com/ourbottle) The [Lenor](https://www.trendhunter.com/trends/fabric-conditioners) paper bottle laundry soap packaging has been unveiled by [Procter & Gamble](https://www.trendhunter.com/trends/dawn-ezsqueeze) (P&G) as a collaboration solution created in partnership with [Paboco](https://www.trendhunter.com/trends/paper-based-bottles) that gives the product a distinctly eco-focused profile. The packaging makes use of Paboco's technology when it comes to storing liquid product in paper-based materials and could help to drastically change packaging in the near future. The packaging will be part of a pilot trial in Western Europe starting in 2022 and is part of the P&G 2030 Ambition initiative to reduce its use of virgin plastics by 50% by 2030. Paboco Interim CEO Gittan Schiöld spoke on the new Lenor paper bottle laundry soap packaging saying, "Storing liquids in paper is particularly challenging, but its successful adoption could have major benefits for the planet. Having P&G Fabric & Home Care category as a partner in the paper bottle community is a huge boost to that vision. Not only does it really add weight to the viability of the technology but brings with it P&G’s know-how to the table, offering new opportunities for scaling Paboco’s paper bottle technology.” ## Trend Insights (Trend Hunter) - Score: 6.5/10 - Popularity: 91% | Activity: 93% | Freshness: 10% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### Key Themes Behind This Trend - **Eco-friendly Packaging:** With the introduction of the Lenor paper bottle laundry soap packaging, other companies have an opportunity to invest in sustainable packaging solutions. - **Paper-based Packaging:** Paboco's paper-based technology has potential to disrupt traditional plastic packaging in various industries. - **Reducing Virgin Plastics:** P&G's initiative to reduce virgin plastics by 50% by 2030 creates a market for innovative alternative packaging solutions. ### Where This Applies - **Home Care:** Companies in the home care industry can invest in eco-friendly packaging solutions to appeal to environmentally conscious consumers. - **Beauty and Personal Care:** By investing in paper-based packaging, the beauty and personal care industry can align with sustainable packaging initiatives while creating a unique packaging experience for their customers. - **Food and Beverage:** With the threat of environmental pollution, companies in the food and beverage industry can use paper-based packaging to appeal to the growing market of eco-conscious consumers. ## Related on Trend Hunter - [Paper-Made Detergent Packaging](https://www.trendhunter.com/trends/tesco-laundry-pods.md) - [Paper-Made Alcohol Bottles](https://www.trendhunter.com/trends/diageo-1.md) - [Accessible Self-Sealing Soap Packaging](https://www.trendhunter.com/trends/dawn-ezsqueeze.md) - [Sustainable Dishwasher Pods Packaging](https://www.trendhunter.com/trends/ariel-dishwasher-tablets.md) - [Next-Gen Laundry Capsules](https://www.trendhunter.com/trends/sustainable-laundry-capsule.md) - [Canned Liquid Soaps](https://www.trendhunter.com/trends/niul-cosmetics.md) - [Bottle-Shaped Shampoo Bars](https://www.trendhunter.com/trends/the-dissolving-bottle.md) - [Aluminum Cleaning Bottles](https://www.trendhunter.com/trends/cleancult-aluminum-bottles.md) - [Personal Care Refill Solutions](https://www.trendhunter.com/trends/zero-1.md)