The Unilever brand will also launch 100% recycled plastic bottles where technically feasible, in North America and Europe by the end of 2019 – across all brands, and trial a new refillable deodorant format.

These initiatives will cut the use of virgin plastic by more than 20,500 tonnes per year, said Unilever.

It said it has opted for long-term initiatives rather than one-off limited editions.

Development is underway to replace the plastic outer-wrap of its beauty bar multipacks with a zero-plastic material.

The Ellen MacArthur Foundation welcomes Dove’s announcements.

Marcela Melero, Dove global skin cleansing vice president, said: “We know we’re not perfect, but we can’t afford to wait. We’re working to have the biggest positive impact we can, as quickly as we can, and empowering others to do the same.”

Richard Slater, Unilever Chief R&D Officer, added: “Today’s announcements are an important step in our work to transform how we produce, use and dispose of plastic packaging. By making this move, we aim to drive the global recycling industry to collect more waste plastic and make more recycled plastic available for use.’’