P&G's Febreeze will feature a durable, refillable package that will be available in stores, as the brand tests a new direct-to-consumer refill and reuse model. Febreze ONE (called Zero% in Europe) isn't made with propellant and doesn't contain heavy perfumes. The water-based formula utilizes a patented technology using Cyclodextrin, an ingredient derived from corn starch that traps odors. Febreze is already part of the TerraCycle recycling program that has recycled more than 1,000,000 pieces of Febreze packaging from landfill around the world.