Olay announced, earlier this year, that it will pilot-test its best-selling moisturizer in a refillable package -- and now the reusable jar is available, and it's pink, for Breast Cancer Awareness Month. 

The limited-edition Olay Regenerist Whip Pink Ribbon Face Moisturizer + Single Use Refill launched today -- and 100% of sales will benefit the non-profit organization, Bright Pink.

P&G says Olay's innovative refillable product concept is "one step in the brand's commitment to making more of its packages recyclable or reusable" -- and part of P&G's sustainable initiatives plan.  

P&G was also the first consumer packaged goods company to partner with TerraCycle's game-changing Loop initiative. 

Anitra Marsh, communications & sustainability leader for P&G's skin and personal care brands, says, "The ultimate goal is to find and adopt many more sustainable packaging solutions, and this is the first step on that journey. It's really important for us to get it right because only then can we bring this concept to market at scale."

What's Next?

After the three-month pilot program, Olay's team will evaluate the findings to inform future packaging decisions.

P&G's team says that after the trial, they will know more about how consumers interacted with its refillable product, stating that they hope to find out "whether or not they like the idea" and whether or not Olay's design is intuitive. 

Olay states, "This could potentially change the way consumers shop for skincare and create a new industry standard," if other mass beauty brands follow.

The Details

Olay says that if it moved a significant portion of its Olay Regenerist Whip moisturizer jars to refillable pods, it would be equivalent to 5 million jars -- and save over one million pounds of plastic. 

The plastic pods are recyclable polypropylene. The refillable jar, and pods are sold and shipped in a container that is made using 100% recycled paper -- and the brand has eliminated the product's outer carton.  

See More Photos

Photos of Olay's refillable packaging and shipping container are featured here:

SLIDESHOW: A Look at Olay's First Limited Edition Refillable Moisturizer Package