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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:
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.