Our strongest initiative is our effort to use post-consumer recycled (PCR) materials in all our packaging. We can't guarantee that our packaging will be recycled, but we can do our part, insuring that the material it's made of will now have the chance of another life, rather than going to a landfill.
Today, 90% of our high density polyethylene (HDPE) plastic bottles use a minimum of 80% PCR, made from milk bottles, and two of our newest products - InvatiTM Exfoliating Shampoo and Stress-FixTM Body Lotion - are packaged in 100% PCR HDPE bottles. By our calculation, it saves us over 600 tons of virgin plastic each year (HDPE, or PET). We also use PET from recycled soda and water bottles for many of our bottles and jars. Bottles with 80% or greater PCR make up 45% of all retail and professional packaging for Aveda. The remaining packaging is either glass, which is frequently recyclable, or plastic tubes that are not yet accepted by municipal recycling programs.
We're also working to expand recycling initiatives (i.e. what can be recycled) wherever we can play a part. For instance, we pioneered Aveda Caps Recycling: when we found out that a majority of plastic bottle caps aren't recycled, but instead end up in landfills or rivers and oceans. We began collecting them at Aveda locations, and inviting our guests to do the same. We then have them washed, ground up and formed into pellets that are molded into new caps—caps used on Aveda products like our Full SpectrumTM Hair Color Tubes and tubes for our consumer product samples. To date we have saved more than 115 million caps from ending up in landfill.
In Summer 2013, Aveda introduced a new Full Circle recycling program called Full Circle in the US. Aveda has partnered with g2revolution®, a leading recycling innovations company, to provide guests the chance to return Aveda packaging not accepted by some municipal curbside recycling programs to all 107 Aveda Experience Center US retail locations.
The Aveda packaging collected will be sorted to be recycled into reusable material, with the goal of making it into new Aveda packaging or accessories, thus helping to prevent Aveda packaging from going to landfill. All materials will be recycled, reused or burned for energy recovery.
In an effort to continue to bring sustainability full circle, g2 revolution launched the “Feed the Future” program in January 2013 in co-operation with the West Ohio Food Bank. For every Full Circle recycling bin processed for recycling, g2 revolution will donate funds that will allow the West Ohio Food Bank to purchase 2 1⁄2 pounds of food.
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