Unilever adopts paper banding for Axe deodorant packs in France

Unilever has introduced a revised secondary packaging format for promotional Axe deodorant duopacks in the French market, following a collaboration with packaging manufacturer Saica Group. The new solution, which has been available since the final quarter of 2025, replaces plastic shrink film with a paper-based grouping band.

The change applies to promotional multipacks of Axe deodorants, one of Unilever’s established personal care brands in France. The paper band has been developed by Saica Group as an alternative to conventional plastic bundling used in retail promotions.

According to the companies, the move supports Unilever’s broader efforts to reduce the use of virgin plastic in flexible packaging, including its target to lower virgin plastic consumption by 40% by 2028 compared with 2019 levels. It also aligns with Saica Group’s stated objective to reduce the plastic content of customer packaging by up to 20%. The paper band is designed to be recyclable, supporting circular economy principles.

The project has also been positioned in the context of forthcoming European regulatory changes. The proposed Packaging and Packaging Waste Regulation (PPWR) includes restrictions on certain forms of single-use plastic packaging, including plastic used for promotional bundling. By transitioning to a paper-based alternative, the companies are preparing for these anticipated requirements.

Saica Group provided technical development and implementation support for the transition. This included the design and industrial validation of a self-adhesive paper band intended to maintain pack stability while allowing easy separation by consumers. The material was engineered to withstand transport and handling conditions and to support high-quality printing for retail presentation.

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. At Saica Flex, we remain committed to supporting our customers in their transition toward truly circular packaging solutions.

Ibon Aznar, Sustainability Innovation Manager for Flexible Packaging.

In addition to materials development, Saica supported the deployment of the new bundling system through equipment specification, installation and commissioning. The banding process replaces heat-based shrink-wrapping with a lower-energy alternative, with the companies reporting no impact on packaging line performance or output quality.