Aveda is to launch a pioneering caps recycling programme, which will be the first of its kind in the US. The project breaks existing recycling boundaries by creating new caps out of 100% recycled caps. The company’s network of salons and stores, in partnership with communities and schools across the US, will collect PP bottle caps from water, soda, detergent and shampoo caps.
“Our goal is to inspire long-term change in how the beauty industry approaches package design,” said Dominique Conseil, president of Aveda. “Aveda’s Caps Recycling Program is a first step in that direction and helps set an example for environmental leadership and responsibility.”
The programme, which has collected over 27,000 pounds of plastic to date, will debut its first 100% PCR recycled caps with a Limited Edition Vintage Clove Shampoo on 14 September. The company’s first shampoo, Clove, was launched in 1978 and the re-launched version celebrates 30 years of Aveda. The product also comes in 96% PCR high-density polyethylene bottles, the highest percentage recycled content in coloured bottle containers in the beauty industry.
Chuck Bennett, vice president of earth and community care for Aveda, further outlined the company’s reasons for stetting-up the scheme: “Aveda’s Caps Recycling Program was created to combat the devastating effects of plastic cap pollution and to increase awareness around this critical issue. Recycling caps is a meaningful form of environmental activism. Every cap we prevent from becoming trash is one less piece of plastic in the mouth of a baby seal, penguin or turtle.”