Paving the Path to Plastic Circularity

Advancing the circular economy requires packaging that is purposefully designed for recycling. To support its sustainability targets, Colgate-Palmolive Malaysia is transitioning its iconic Ajax and Softlan product lines from standard paper labels to Avery Dennison’s PE75 film labeling solution.

This strategic upgrade created a monomaterial construction with the existing high-density polyethylene (HDPE) containers.

This case study demonstrates how innovative label technology can help overcome common recycling hurdles, driving the consumer industry toward a more sustainable, high-value future.

As part of its sustainability strategy, Colgate-Palmolive is focused on designing packaging for recyclability. Traditionally, its home care brands Ajax and Softlan used paper labels because they offer a lower initial cost. However, paper labels present a significant obstacle to the recycling of rigid HDPE containers.

During the recycling process, paper labels pulp in the washing tanks. This creates a suspension in the wash solution that adds a heavy load to filtering and water treatment systems. Worse still, any paper that remains adhered to the HDPE travels to the extruder, where the material carbonizes. This causes permanent color defects and a burned smell that remains even after melt filtering, significantly reducing the quality and potential reuse of the recycled plastic.

To meet industry standards calling for the elimination of paper labels on rigid plastics, Colgate-Palmolive needed a robust film alternative. We introduced them to our PE75 label solution enhanced with our S692N adhesive. This decision aligns with the Golden Design Rules from the Consumer Goods Forum (CGF) and the Association of Plastic Recyclers’ (APR) Design Guide.

While PE85 has long served as the industry standard, brands seeking advanced sustainability are increasingly turning to thinner materials. PE75 delivers exceptional performance while significantly reducing environmental impact through a thinner and lighter construction.

Furthermore, the S692N adhesive is recognized by RecyClass, confirming the solution is fully releasable in the HDPE recycling process. This ensures the label separates cleanly without causing discoloration to the final recyclate—an essential feature for preserving the maximum value of natural-colored flakes from products like Ajax.

Switching from rigid paper to a softer film label often presents technical barriers on the application line, primarily the risk of wrinkling. Through dedicated cooperation with the converter and local bottlers, the labeling lines were adjusted to accommodate the flexibility of the PE75 material.

After a thorough qualification process that began in 2024, Colgate-Palmolive prepared for a full transition, officially launching the new labels the following year.

The adoption of the Avery Dennison PE75 solution delivered measurable, transformative benefits for the Ajax and Softlan portfolios.

*Cradle-to-gate reduction according to the Avery Dennison Carbon Footprinting Tool.

Wong Yen Yi, Packaging Engineer at Colgate-Palmolive Malaysia, highlighted the impact: “The journey to recyclability for Ajax and Softlan was a team effort. Switching to PE75 labels allowed us to solve critical recycling challenges while eliminating the common recycling hurdles associated with paper labels. The success of this transition is a testament to the collaboration between Colgate-Palmolive and our value chain partners. Together, we’ve ensured our packaging is not only high-performing during use but also optimized for a valuable next life.”

Strategic packaging design is key to achieving a circular economy. Selecting labels that are fully compatible with the primary container is an essential step in ensuring optimized, highly efficient monomaterial recyclability.

“Although the move from paper to filmic labels often comes with challenges due to the inherent upcharge and technical adjustments required, Colgate-Palmolive’s investment in taking this bold, strategic action underscores its
unwavering dedication to prioritizing the future of packaging sustainability,” says Kejin Zhang, Sustainability Manager at Avery Dennison AMEA. “Avery Dennison is a global solutions provider that continues to evolve in labeling technologies, and we’re proud to work with such a major brand to provide a solution that is both functional and sustainable.”

Learn more about label solutions for HDPE and PP packaging.