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 nearly 90% of all retail and professional plastic bottles 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. In 2008, we pioneered the first ever rigid plastic caps recycling program in the United States to raise awareness to the alarming amounts of plastics polluting our planet. Our program inspired vast numbers of people to collect caps, and together we prevented approximately 145 million caps from entering our waterways, oceans and landfills. The program also helped support positive change in the industry with many municipalities across the U.S. now accepting caps-on recycling. In 2015, we ended our caps collection to support the caps-on movement and to advocate for its adoption everywhere. For more information email CapCollection@aveda.com.
In Summer 2013, Aveda introduced a new recycling program called Full Circle in the U.S.. Aveda has partnered with g2revolution®, a leading recycling innovations company, to provide guests the opportunity to return Aveda packaging not accepted by their municipal curbside recycling programs to all Aveda Experience Center U.S. 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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