Beginning the week of July 15, 2013, Aveda will introduce its new Full Circle recycling program in the U.S. Aligned with the Cradle-to-Cradle design philosophy that focuses on the principles of a no waste society, Aveda’s goal is to eliminate waste and create something to make a positive difference in the world.
Partnering with g2 revolution, a leading recycling innovations company, Aveda will provide 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 .US. The Aveda packaging collected will be 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.
“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. We also develop packaging with high levels of post-consumer recycled content that can be continuously cycled in the industrial world,” says Dave Rapaport, vice president of earth and community care, Aveda. “The reality is that municipal programs vary in the types of materials they are able to recycle. Aveda is 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 the brand’s environmental commitment, and its steps include:
- First checking with your recyclers 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 United States and placed in the Full Circle recycling bin. Visit Aveda com/locator to find the Aveda Experience Center retail location nearest you.
- Once full, the Full Circle recycling collection bin will be sent to Aveda’s recycling partner g2 revolution in Findlay, Ohio, 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.
Aveda Experience Centers are located in Alabama, Arizona, California, Colorado, Connecticut, Delaware, Florida, Georgia, Illinois, Indiana, Kentucky, Massachusetts, Maryland, Michigan, Minnesota, Missouri, North Carolina, New Jersey, Nevada, New York, Ohio, Oklahoma, Oregon, Pennsylvania, Tennessee, Texas, Utah, Virginia, Washington and Wisconsin.