Known for its eco-friendly innovations, Aveda is rolling out its latest creation, the Full Circle recycling program in the US. Aveda has partnered with g2 revolution, a recycling specialty company, to provide guests the chance to return Aveda packaging not accepted by some municipal curbside recycling programs to all 107 Aveda Experience Center retail locations in the US beginning this week.
According to the company, 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.
“At Aveda, we find inspiration in nature and believe that it should be emulated as a model of sustainability. Aveda is committed to developing products that can be responsibly sourced, manufactured, used and then returned to the natural world. We also develop packaging with high levels of post-consumer recycled content that can be continuously cycled in the industrial world,” said Dave Rapaport, vice president, Earth & Community Care, Aveda. “The reality is that municipal programs vary in the types of materials they are able to recycle. Aveda is committed to a no waste philosophy. We know this program can make a difference. The success of our pilot program in Colorado in 2011-2012 reported that 98% of the materials received were recycled into reusable material.”
In an effort to continue to bring sustainability full circle, g2 revolution launched the “Feed the Future” program in January 2013 in cooperation 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 2.5 pounds of food.