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Reduce, Reuse, Recycle

By: Sara Mason
Posted: September 3, 2009, from the September 2009 issue of GCI Magazine.

page 6 of 6

Aveda has the good fortune to work with suppliers who are willing to take on whatever challenge is asked of them, and Aveda credits collaboration with a supplier for the design of its green cartons. The brand’s secondary retail packaging contains an average of 70% PCR content, a 20% improvement made in a one-year period, according to Muane. The company continually confers with supplier partners on how best to “design for the environment.” Aesthetically, there is an opportunity to highlight the individual characteristics of the available materials when designing packaging. “We see it as an incentive for creativity—an opportunity every day to think outside the box,” concluded Maune.

Sara Mason is a freelance writer based in the Chicagoland area. She was previously managing editor of GCI magazine.