We are really excited about the launch of Aveda‘s new Full Circle Programme. The vegan and plant-infused brand continues their sustainability journey by inviting consumers to return their empty bottles. As the first beauty brand to use 100% post-consumer recycled materials in its packaging, the launch of Aveda Full Circle is a natural next step for Aveda in its ongoing quest to address its impacts related to packaging.
How Aveda Full Circle Works
While many Aveda products are recyclable at home, a handful – pumps, small bottles (150ml or less), samples, pouches, makeup items and tubes – are not, due to the composition, size or shape of the material. Aveda encourages guests to reuse these items wherever possible, and when finished, this is where Aveda Full Circle comes in: consumers are encouraged to drop off these empties that are not easily curbside recycled to any of the 35 participating Aveda salons across the UK. In exchange, guests will receive 200 Aveda Plus Rewards points per eligible product returned.1 Aveda will then collect the empties and pass them along to its recycling partner, who will recycle what they can, with any remaining materials being converted waste to energy.
Refill, Reuse, Reduce
Alongside the launch of the Full Circle Takeback Programme, Aveda further deepens its commitment to minimizing packaging with the introduction of refillable pouches in the UK. The 500 mL refill pouch contains 73% less plastic than two Aveda 250ml bottles. The new refillable format will initially be available for the Light and Deep Shampoos within Aveda’s Nutriplenish franchise, with the goal of expanding the programme in the future. Once empty, the refill pouches can be brought to participating salons as part of the Aveda Full Circle Takeback programme, where it will be passed along to Aveda’s recycling partner and ultimately converted waste to energy.
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