Colgate and Watsons HK unveil HK's first toothpaste tube recycling programme

Colgate and Watsons Hong Kong have teamed up to launch the city’s first toothpaste tube recyclable take-back programme to raise awareness of environmental protection.

This comes as sustainability has evolved from a mere buzzword to a global priority in recent years. Nevertheless, the annual disposal of billions of toothpaste tubes continues to strain the environment, according to the release. The excessive use of plastic and its consequent waste remain significant concerns within communities worldwide.

To raise public awareness of environmental protection, Colgate has partnered with Watsons Hong Kong to launch the “Small act- big smiles” initiative. It aims to collect used tubes of any brand from consumers at nearly 180 Watsons stores in Hong Kong and transform them into valuable resources. This initiative encourages consumers to become more mindful of their recycling habits and take proactive steps.

A spokesperson from Colgate told MARKETING-INTERACTIVE that the initiative targets all shoppers and will run for six months, from October 2024 to March 2025.

As part of the initiative, nearly 180 Watsons stores across Hong Kong now feature collection stations where consumers can drop off their used toothpaste tubes from any brand, which will then be sent for recycling.

To encourage participation in this programme, Watsons’ loyalty programme MoneyBack (易賞錢) members who purchase Colgate selected range of recyclable toothpaste tubes with the recycling logo at Watsons stores will earn double MoneyBack points, making it easier to support sustainable practices. Additionally, customers who bring back a used toothpaste tube of any brand to Watsons will receive a HK$10 Colgate voucher, which is redeemable upon purchase of HK$99 or more on Colgate products in any Watsons store.

The collected tubes will further be segregated into recyclable and non-recyclable tubes. All used recyclable toothpaste tubes will be handed over to Colgate’s green partners, The Loops and Gaau1Up, which specialise in recycling plastic waste into useful products with injection moulding technology. The non-recyclable tubes collected will be repurposed into building materials. This way the collected materials will be reused again.  

Once recycled, these tubes will be upcycled into stationery items, which will be distributed to the underprivileged children through the Hong Kong Young Dentist Federation.

To maximise the reuse of plastic waste and instil the principles of upcycling in the next generation, Colgate will also organise workshops for the underprivileged children as part of their "Bright smile, bright futures" programme, which aims to provide oral health education, free dental screenings, and referral services to these children. These workshops will also raise awareness about the current plastic waste challenges in Hong Kong and inspire students to take small steps toward it.

To amplify the campaign reach, the spokesperson said the initiative has created a shopper journey video that will be shared on Colgate and Watsons' social media channels. Additionally, it has invited KOLs and micro-influencers to create videos for their own social media platforms.

"Alongside our online efforts, we are also implementing in-store point-of-sale materials (POSM) to enhance campaign awareness," the spokesperson added.

While the initiative demonstrates its brand strategy which aligns with the growing "Go green" lifestyle, Colgate is committed to seeking partnerships with other green organisations to enhance public recycling efforts and to continue advancing its sustainable practices and make it a consistent habit for consumers, said the spokesperson.

Chandrasekar Meenakshi Sundaram, SVP customer development, Asia Pacific, Colgate, said: "Plastic waste mismanagement is a major challenge for our generation, and we are all part of it. Although we have developed a recyclable tube, it is essential that we as a society embrace more mindful recycling habits to make these innovations more impactful.” 

Through the 'Small act-big smiles' programme, we strive to influence positive behaviors and make meaningful societal change and we are very optimistic that people will fully support and make it a consistent habit,” Chandrasekar added.

Samuel Lee, managing director, Watsons Hong Kong, said: " Watsons has been driving sustainability consistently. Over the past decade, we have implemented numerous recycling initiatives and actively partnered with business partners and recycling organisations. In the past four years, we have successfully recycled 1.2 million empty bottles for recycling, including beauty and cosmetic, personal care and healthcare products, as well as milk powder tins. This achievement is equivalent to the height of 1,060 buildings of Cheung Kong Center.”

“We are thrilled to collaborate with Colgate to extend our recycling efforts to toothpaste tubes of any brand. With our reward incentives, we aim to encourage greater customer engagement. Together, let’s look good, do good, feel great," Lee added. 

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Colgate has initiated several recycling campaigns and aims to set a new standard in the oral care industry. In 2019, it launched a recyclable toothpaste tube made from high-density polyethylene (HDPE), one of the most widely recycled plastics worldwide. The brand has also shared its knowledge of recyclable tube technology with other companies, including competitors, to encourage the global shift toward recyclable tubes, according to the release.

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