P&G's aim with compaction, as part of its wider Environmental Quality Policy, is to try to continually reduce the environmental impact of P&G products without affecting their performance.

In Western Europe, these compaction and concentration initiatives have been implemented as part of an industry effort agreed with the European Union Commission to reduce the amount of chemicals and packaging materials needed per wash.

In fact, there have been four compaction initiatives since 1998, all coordinated by the International Association for Soaps, Detergents and Maintenance Products (AISE), reducing the recommended dosage per wash from 150g (before 1998) to 95g (now) in regular powders. And the most recent compacts have even lower dosages.

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