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Aveda launches packaging recycling program in the US

By Simon Pitman+

16-Jul-2013

Natural and organic cosmetics player Aveda has become one of a handful of cosmetic manufacturers to operate a full packaging recycling program in the United States.

The Full Circle Recycling Program was launched in the country yesterday, ensuring that all Aveda packaging can now be collected at Aveda retail outlets for recycling.

The company says that the intention of the program is to ensure that all of its packaging can be recycled and re-used to make more Aveda packaging, thus in turn avoiding adding to the great strain that overflowing landfills are putting on the environment.

The company has established the program in co-operation with g2 revolution, an Illinois-based recycling management company which is focused on providing recycling for a wide number of packaging materials.

Aveda launches the campaign in 107 stores

Aveda says that its customers will be able to bring in used product packaging to 107 Aveda Experience retails locations across the US, where the packaging will then be sent on to the recycling center in Illinois.

The program extends to any type of Aveda packaging, including bottle caps, make-up brushes, tubes and pumps, together with bottles and jars.

The program has been launched following a successful pilot scheme introduced by Aveda in Colorado, from 2011 – 2012, which is said to have re-used approximately 98 percent of the materials that were taken in.

Raising sustainable and eco-friendly credentials

Aveda has long prided itself on impeccably high standards of ingredients, the vast majority of which are naturally derived and sourced, and a significant amount of which are also organic.

The new recycling program now takes the company’s natural and eco-friendly credentials one step higher, tapping into the concerns of some of the more eco-conscious consumers that their products have the lowest possible carbon footprint.

Most of Aveda’s packaging is already 100 percent recyclable, so the company’s new recycling scheme is an attempt to put the icing on the cake of its sustainable credentials. The only major challenge will be to encourage and ensure that its consumers participate in the scheme.

Origins broke the mold back in 2009 with its recycling campaign

Other companies that have launched similar campaigns have included Estee Lauder-owned natural beauty brand Origins, which introduced a scheme to recycle all of the packaging for its range of cosmetic products together with those of competitors in 2009.

It now accepts all empty cosmetic tubes, bottles and jars, regardless of who manufactured them, at any Origins stand-alone or department store.

All returned packaging is then be sent to a recycling centre, where it is either used for energy recovery or recycled into new materials.

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