As part of its ongoing journey towards becoming a more sustainable brand, Wella Professionals announces that it will shift their production of colour tubes to 100% recycled aluminum, while also moving to 96-100% Post-Consumer Recycled (PCR2) plastic caps, saving over 180 tons of virgin plastic per year
This journey also incorporates the brand’s use of cardboard, with 85% recycled cardboard packaging being used, in order to support responsible management of the world’s forests.
The change includes Wella Professionals’ flagship colour lines: #1 professional colour brand Koleston Perfect ME+ and its premium colour brand – Illumina Color. The announcement is part of a series of steps the brand has been taking towards taking a more sustainable and responsible approach to business. The effort is in line with the brand’s sustainability production efforts and comes on top of the brand’s European manufacturing facility moving to zero waste to landfill, using 100% renewable electricity supply, 100% green electricity and 100% carbon-neutral gas consumption.
Colour tubes constitute over 90% of overall packaging of professional colour products, typically made out of aluminum, and which normally end up in a salon’s rubbish bin. The shift to aluminum tubes made from 100% recycled aluminum, helps the brand to responsibly support circular economy.
“We are thrilled to continue our own efforts, linked to packaging and manufacturing, but also including our salon and retail partners in this journey towards cleaner & greener planet,” says Ariadne Oliveira, Global Vice-President of Wella Professionals. “From company commitments to salon behaviour, with the #WellaFamily, small changes add up. Whether it’s one small tube, cap or box, we are enabling hairdressers to make the choice towards a more eco-responsible future, leading to one big impact!”
Wella Professionals is committed to becoming more environmentally conscious and is moving beyond their 100% recyclable goals and launches the new ‘One Small Tube, One Big Change’ campaign, which aims to drive education within the hair industry, inviting hair professionals to take a positive step in the right direction.
To find out more about this initiative please CLICK HERE