23 September 2021

Aveda Full Circle Takeback Programme

The global hair care brand launches the Aveda Full Circle Takeback Programme and announces refillables. This is in an  effort to further its longstanding commitment to responsible packaging.

Aveda, the high performance, plant-infused hair care brand with a mission to care for the world. It recently announced a new milestone in the brand’s sustainability journey. This is the launch of an empty bottle take-back initiative in the UK, the Aveda Full Circle Takeback Programme.

Aveda is 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, including minimising packaging materials and maximising recycling and the use of recycled content.

Aveda Global Brand President Barbara De Laere said: “Sustainability is at the core of our brand. Launching a takeback programme is another step we are taking toward helping to minimise waste and lessen our environmental impact.

“We are very excited to pilot this programme in the UK. Consumers here have shown an eagerness to make more sustainable decisions around consumption and recycling. Our goal is to roll it out in several additional countries in the future; we are excited about the potential long and short-term impact of the programme.”

Minimal Packaging, Maximum Recycling For decades, Aveda dedicates itself to decreasing its environmental impact through responsible packaging. The vast majority of Aveda products are recyclable curbside and consist of 100% post-consumer recycled (PCR) packaging.

With the Full Circle Programme, Aveda invites consumers to bring empty products to a participating UK salon. There is a takeback mechanism for empties that prevents them from ending up in a landfill. The materials are then directed to a third party recycling partner who will recycle what they can and any remaining materials will be converted waste to energy.

How Aveda Full Circle Works

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 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.

Aveda will accept all empties and guests will only receive Aveda Plus Rewards points for returned items that can’t be recycled locally. The current list of items eligible for Aveda Plus Rewards points includes: tubes of any size, pouches, pumps, anything 150 ml or less (pumps removed), samples and travel sizes + all makeup items.

To learn more about Aveda’s sustainability initiatives visit www.aveda.com/sustainablefuture

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