A new paper-based packaging solution for Axe deodorant duopacks, replacing the plastic shrink film previously used for promotional bundles, has been developed as part of Unilever’s effort to reduce its use of virgin plastic in flexible packaging.
Developed with Saica Group, the packaging format uses a paper grouping band designed for recycling and is intended to support circular economy objectives by replacing single-use plastic materials. The transition also anticipates requirements under the forthcoming European Packaging and Packaging Waste Regulation (PPWR), which includes restrictions on single-use plastic packaging for promotional bundling.
Unilever has a target to cut its virgin plastic footprint by 40% by 2028 compared with 2019 levels. The project also aligns with Saica Group’s sustainability strategy, which includes reducing the plastic weight of total packaging produced for customers by up to 20%.
The solution has been available in the French market since the last quarter of 2025, and is designed to maintain the premium positioning of the Axe brand. The base paper selected for the band features a smooth finish and is combined with high definition flexo UV printing to deliver sharp graphics, opacity and shelf appeal. While the development of the grouping band was carried out by Saica, the paper itself is made from virgin fibres sourced externally to achieve the high mechanical strength required to ensure durability throughout the product’s lifecycle, including transport and handling.
Saica provided an end-to-end technical solution for the transition, covering the design, testing and industrial validation of a self-adhesive paper band. The material was engineered to withstand distribution conditions while remaining easy for consumers to remove.
In addition to material development, Saica supported implementation across Unilever’s production lines. This included specifying and supplying banding equipment, as well as overseeing installation and commissioning. The paper banding process replaces high-temperature shrink-wrapping with a lower-energy alternative, delivering energy efficiency improvements without changes to packaging speed or output quality.
Ibon Aznar, sustainability innovation manager for flexible packaging at Saica Group, said: “Partnering with Unilever on this project shows how innovation and sustainability can come together to deliver real progress. With this paper-based solution, we’re helping anticipate regulatory changes while maintaining the technical performance and quality design the customer requires.”
