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DuPont Winning Breakthrough and Greener Package Award

Aveda Vintage Clove Shampoo & Aveda cap collection program

Overview

The vintage clove bottle and closure is fully recyclable: the bottle through curbside recycling and the closure through Aveda's Caps Collection program.

Motivation for Change

Our Mission at Aveda is to care for the world we live in, from the products we make to the ways in which we give back to society. At Aveda, we strive to set an example for environmental leadership and responsibility, not just in the world of beauty, but around the world.

Judge's Comments
Great example of a company pushing the boundaries on typical thoughts around recycled content (getting to 96% recycled content used to be thought impossible) as well as a very noteworthy approach to reclaiming materials from the consumer and using them as feedstock inputs: they took those hurdles and made them possible.

Sourcing

We strive to set a positive example in the industry by promoting recycling and Cradle to Cradle (C2C) principles. Most recently, AVEDA became the first beauty company in the world to receive a C2C sustainability endorsement, with seven AVEDA products achieving C2C certification. The bottle is 96% PCR content (only the colorant is on virgin resin). Closure is from 100% recycled material from the AVEDA cap collection program. We can not ensure that all of our packages will be recycled, but we can do our part to ensure that the packages are made from sustainable or recycled materials that can be easily recycled at the end of its uses. For Vintage Clove we chose recycled materials.

Effective Recovery

The bottle for Vintage Clove Shampoo is a green achievement. It was made with a minimum of 96% PCR high density polyethylene from milk jugs. This is the highest percentage of HDPE recycled content so far attained for a colored beauty product bottle.

The cap is made from recycled polypropylene caps that have been collected through the company's Cap Collection Program. Bottle caps make up a large percentage of pollution. Today in the United States, these polypropylene caps are currently not easily recycled because there isn't a recycling program in place for them. When Aveda decided to create new caps from the old ones, it had to start its own recycling program. Today there are over 600 schools enrolled in the Aveda Cap Collection Program, several Salons and Experience Centers.

Resource & Energy Optimization

The Vintage Clove was produced at the AVEDA manufacturing plant in MN using 100% renewable energy. AVEDA is the first beauty company to be producing the majority of their products through wind credits with the local power company.

Categories: DuPont Award Winner Cosmetics/Personal Care Consumer Goods Greener Package Award Winner

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