Marketers usually boast about what they have added to their products. Increasingly, though, they are bragging about what they are taking out — by cutting down on packaging and its impact on the environment.

Procter & Gamble, for example, has introduced rigid tubes for Crest toothpaste that can be shipped and displayed on shelves without boxes. Aveda, a beauty products company, is expected to soon roll out a men’s care line that is packaged in bottles made of 95 percent recycled materials.

And Coca-Cola plans to cut the plastics in its Dasani water bottles by 7 percent over the next five years, just by tweaking the shape of the bottle and the cap.

“Waste of any kind is inefficiency, and inefficiency equals cost,” said Scott Vitters, Coca-Cola’s director of sustainable packaging.