Aveda launched the Full Circle recycling program in all of its Aveda Experience Centers in the United States in July 2013, and we are so proud of this initiative. We have partnered with g2 revolution, a leading recycling innovations company, to provide our 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 U.S.
The Aveda packaging collected is 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. We believe at Aveda that achieving high performance in services and products does not have to come at the expense of our environment. Aligned with the Cradle-to-Cradle design philosophy that focuses on the principles of a “no waste” society, our goal is to eliminate waste and create something to make a positive difference in the world. In nature, everything gets used or is returned to the earth to nurture it.
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. In accordance with our mission to set an example for environmental leadership and responsibility, Aveda has long led the beauty industry in achieving greater levels of PCR content in packaging. We are proud to be the first beauty company with 100% post consumer recycled PET for skin care and hair styling (bottles and jars).
We continue to be mindful of our environmental footprint and pave the way in environmental leadership by minimizing packaging, maximizing the use of post-consumer recycled materials, using materials that can be and are recyclable and by designing packaging so that the individual parts can be separated for recycling.
The reality is that municipal programs vary in the types of materials they are able to recycle. Being 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.
The Full Circle recycling program is the latest step in our environmental commitment, seeking to take responsibility for all Aveda packaging in the U.S.I feel strongly about extended producer responsibility and believe as a brand we should be responsible for the products we put out into the world and am so proud that we are continuing our journey as leaders to make progress in this area and are now able to take responsibility for all of our own packaging.
What is special about the Full Circle recycling program is that it is not our loyalty program; it is purely a program to give our guests the opportunity to recycle all of our packaging.Aveda has a wonderful loyalty program, Pure Privilege, which sets it apart from others in that we give members the opportunity to not only redeem products and trips with their points, but also donate their points to disaster relief. For 2,500 Pure Privilege Points, Aveda will donate $20 in your name to the disaster relief charity of your choice. As part of our mission to care for the world we live in, Aveda has helped raise money for disaster relief to regions and countries ravaged by natural disasters. In 2013, Pure Privilege members donated over $10,000 to disaster relief.
The Full Circle recycling program is building on the success of the Aveda Caps Program. In 2008, Aveda created the first bottle cap collection program of its kind in the continental U.S., helping to eliminate this type of plastic from landfills and waterways, and educate recyclers and municipalities about the need to accept #5 plastics at curbside—collecting more than 115 million plastic bottle caps. Newly molded 85% post consumer recycled content caps are now included on Aveda products such as Full Spectrum Hair Color and retail sample tubes due to the success of the Aveda Caps Program.
The Full Circle recycling process allows for Aveda guests to check with their local recycler to determine what types of materials are accepted via curbside service. Municipal recycling programs vary on the types of items accepted in community programs. Any Aveda packaging not accepted curbside, such as caps, makeup brushes, and various bottles, jars, tubes and pumps, can be brought into any Aveda Experience Center retail store in the U.S. and placed in the Full Circle recycling bin. For a full list of Aveda Experience Centers, guests can visit Aveda com/locator to find the Aveda Experience Center retail location nearest them.
Once full, the Full Circle recycling collection bin will be sent to Aveda’s recycling partner g2 revolution in Findlay, OH, where items will be sorted by material category. And, g2 revolution ships all packages under UPS’ Carbon Neutral Program. Based upon the total volume of packages shipped, g2 revolution pays UPS to purchase certified vintage carbon offsets to balance out the emissions produced by the transportation of the shipments. All materials will be recycled, reused or burned for energy recovery—with the intention of utilizing collected material to create new Aveda packaging or accessories.
Dave Rapaport is vice president Earth & Community Care, Aveda