The partnership is designed to give new life to empty Aveeno beauty product tubes by ‘upcycling’ them into eco-friendly household items that will then be sold in major retailers across the U.S.
Consumers of Aveeno beauty products are invited to send empty product tubes (all of the elongated tubes from sun care, facial care, and baby and body care products) to TerraCycle, who provide consumers with the packing materials needed to do so as well as covering postage costs.
Charity and non-profits win
For every product tube received by TerraCycle, the Aveeno brand will then pay two cents to either the featured charity, The Skin Cancer Foundation, or to the non-profit organization or school of the consumer’s choice.
Referring to the company’s commitment to sustainability, Michael Marquis, group product director of Aveeno, said in a statement that the brand continually strives to improve its eco-conscious practices, from how ingredients and packaging materials are sourced, to reducing waste and resources needed for product transport.
"It's through our collaboration with partners like TerraCycle that makes it possible for us to expand our commitment to sustainability, giving back to the community and improving our environment," he added.
Reducing carbon footprints
The company also noted that as many recycling municipalities cannot accommodate a large range of packaging materials, the Aveeno-TerraCycle partnership also aims to help consumers reduce their carbon footprint.
This initiative builds on the foundations of the Aveeno Inspires campaign launched three years ago that has helped to rejuvenate hundreds of community gardens, parks and trails across the US.
Aveeno skincare is the pioneer of active naturals, ingredients derived from nature that are formulated to optimize skin health. Earlier this year, the brand’s soothing bath treatment made from oatmeal became the first body care product to earn the Green Good Housekeeping Seal (GGHS).