Le Petit Marseillais® reduced plastic packaging by at least 50% by introducing doypack refill pouches for best-selling shower products. Since launching in Europe in 2025, the format has helped remove more than 80 metric tons of virgin plastic from the value chain annually, while selling more than 1.5 million units.
At Kenvue, we believe good health starts with the world around us—from the air we breathe to the products we use every day and the communities we call home. That belief shapes our Healthy Lives Mission: advancing everyday care through targeted efforts that support the health of people and the planet.
Our iconic personal care brand Le Petit Marseillais® has demonstrated this approach since inception in Europe, becoming a pioneer of refill formats in France in the early 1990s and introducing refills for its handwash products and encouraging people to reuse their bottles.
Today, the brand is building on that refill heritage to reduce plastic use and advance more circular packaging solutions.
Small pouches, massive savings
Packaging plays an important role in product safety and performance, but it also creates opportunities to use less plastic through better design. To address this, Le Petit Marseillais® introduced flexible doypack refill pouches for its best-selling shower products, using significantly less plastic than a standard bottle:
- At least 50% less plastic than a standard bottle
- More than 80 metric tons of virgin plastic removed annually
- More than 1.5 million doypacks sold in Europe since 2025
Following strong consumer adoption, the brand expanded refill options into hand wash with larger formats designed to reduce packaging material even further per use.
Guided by science
Our global packaging approach is guided by the Kenvue Sustainable Plastic Packaging Design principles and aligns with the circular economy framework of the four Rs: Reduce, Replace, Reuse, and Recover. To support these decisions during product development, Kenvue uses its patent-pending Sustainable Innovation Profiler.
Recently, Le Petit Marseillais® packaging developers used the Profiler to redesign the brand’s Peach and Nectarine Shower Gel bottle. With insights from the tool, the team increased the bottle’s post-consumer recycled (PCR) content from 30% to 99.87%. That change improved the bottle’s packaging circularity score by 19 points, showing how science-based tools can help teams make better material choices during product development.
By combining science-based design with consumer needs, Le Petit Marseillais® shows how everyday care products can support healthier outcomes for people and the planet.