Aveda Achieves Sustainable Packaging Milestone

As a longtime pioneer of utilizing post-consumer recycled (PCR) content in packaging, Aveda has reached a milestone in sustainable packaging as it introduces a polypropylene dispensing tube closure with PCR content. It will make its debut in early 2018, phasing in as a new package for Enlightener Creme Booster, part of Aveda’s hair color category.

After two years of trials and testing, the Enlightener Creme Booster tube will utilize a dispensing closure with 25% PCR content. After a successful rollout of this closure in early 2018, Aveda will pursue a closure with higher PCR content, never stopping to take things to the next level.

“Determining the appropriate percentage of PCR content to integrate into a dispensing, hinged closure, or any packaging component for that matter, requires time intensive resources, molding trials and testing,” said Deb Darling, director packaging materials and innovations initiatives at Aveda. “Aveda took on this concentrated goal 100 percent because the result aligns with the Aveda Mission of caring for the world we live in. We aim to commercialize packaging innovations that reflect our high quality standards as we strive to set an example for environmental leadership and responsibility.”

This current achievement is only the latest milestone in Aveda’s many years of dedication in the polypropylene recycling arena. In 2011, following the momentum of its successful “Recycle Caps with Aveda” program, Aveda and their partners, KW Plastics, Montebello Packaging and CCL Industries tube division, began to include PCR content in non-dispensing, hair color and sampling tube closures. The desire to reach beyond non-dispensing caps took hold, and shortly thereafter, Aveda began development work on a dispensing closure that would utilize PCR content.

“Aveda helped pioneer the use of PCR polypropylene caps and closures several years ago and continues to seek out new applications for recycled content,” said Scott Sanders, general manager of KW Plastics. “All of us at KW are very proud to have partnered with Aveda on these projects, and we congratulate Aveda for their decades of determination and achievement.”

This achievement is yet another breakthrough for Aveda in sustainable packaging. Aveda was the first beauty company to use 100% post-consumer recycled PET, it said. More than 85% of Aveda’s skin care and hair styling PET bottles and jars contain 100% post-consumer recycled materials. Aveda also made a resounding impact on the recycling industry through its “Recycle Caps with Aveda” program that debuted in 2008, it was the first-ever rigid plastic caps recycling program in the US.