Timeline: Aveda Turns 30
Celebrating Aveda’s birthday and its milestones in sustainable packaging.
Throughout the years, Aveda has developed several breakthrough sustainable packages and continuously raised the standards for the entire beauty packaging industry. Because this year is a momentous occasion for the company, we decided to take a look back at a few of Aveda’s past achievements in green packaging. Aveda’s dedication, the groundbreaking work of its packaging team, and the help of its suppliers will no doubt continue to push the limits of sustainability, driving even more innovation for many years to come.
2000
Extruded plastic tubes are developed with 35% postconsumer recyclate (PCR). These tubes are the first of their kind to be created for the beauty industry.
Folding cartons now contain 55 to 75% PCR, representing the highest level yet for the brand.
2002
Bottles and jars are made from 100% PCR PET, representing another first for the beauty industry.
Shampoo bottles are made with 80% PCR. In addition, reducing the bottles’ weight decreases the use of virgin resin by 15 tons per year.
Expanded-content labels are introduced on many bottles so that outer cartons and leaflets can be eliminated.
A refillable lipstick and accessory case are launched, both made with 90 to 100% PCR.
2004
Jars are made with 100% high-density polyethylene (HDPE), another first for the beauty industry.
2005
Recycled glass candle jars are produced with 100% PCR PET lids, another milestone in the beauty industry.
Closures are made with 25 to 50% PCR polypropylene (PP).
2006
Holiday gift sets are decorated with handmade paper from Nepal, creating a source of income for a Nepali community.
2007
The Aveda Men line uses 95% PCR HDPE bottles, yet another first for the industry.
More than one million pounds of PCR is being used to create Aveda’s bottles, jars, and plastic tubes. This represents a significant amount of materials that are being diverted from the waste stream and reused.
2008
A 100% PCR PP cap is created—another first for the beauty industry. The PCR material used for the caps is collected through Aveda’s own Caps Recycling Program, the first of its kind in the United States. This program establishes of a whole new supply stream of PCR for Aveda.
More information about Aveda’s Caps Collection Program and its Vintage Clove Shampoo is available in the September 2008 issue of CPC Packaging.
What does Aveda have planned for the next 30 years?
A lot of new environmental efforts and packaging developments are in the works, according to Dean Maune, executive director of Aveda Package Development.
Aveda feels an obligation to steadily increase its use of postconsumer recycled polypropylene as a way to increase supplies of the material. “We hope that our continued demand for these recycled materials will encourage recyclers to build the infrastructure required to sort, clean, and process the materials in an economic manner,” says Maune.
Maune is optimistic about Aveda’s ability to inspire even more positive changes throughout the industry in the future. “While our actions have significantly reduced the amount of virgin material used in our packages, we know that there is still waste resulting from the manufacture, use, and disposal of our products,” he adds. “Our package development team is looking beyond our past achievements to create more innovative products and delivery systems. Our goal is to significantly reduce waste over the long run, while also reducing the overall need for virgin or nonrenewable materials.”