NXT, an anti-green product

On the one hand, I found this an interesting way for a product to cut through the noise and get some attention on the shelf: It's NXT, a shaving gel that lights up. The brand (claims it) is spending $0 on advertising because it thinks the lighted product will sell itself.

But on the other hand, doesn't this strike you as a very "anti-green" marketing approach that could backfire? While so many brands are "going green," this brand uses AAA batteries that will be disposed by the thousands (millions?) and collect in landfills for no reason but pretty packaging. Could there be a brand backlash?