NEW YORK—Aveda launched its Caps Recycling Program in the United States in an effort to break through the current boundaries of recycling by creating new caps out of 100 percent recycled caps.
In its attempt to increase environmentally-responsible packaging, Aveda found that a majority of plastic bottle caps do not get recycled. Often the caps are discarded as litter or trash, ending up on landfills, beaches or migrating into rivers and oceans. “Aveda’s Caps Recycling Program was created to help combat the devastating effects of plastic cap pollution—and to increase awareness around this critical issue,” said Chuck Bennett, vice president, Earth and Community Care, Aveda. “Recycling caps is a meaningful form of environmental activism. Every cap we prevent from becoming trash is one less piece of plastic in the mouth of a baby seal, penguin or turtle.”
The Program enlists participation of the company’s network of salons and stores, in partnership with community schools nationwide to collect water, soda, detergent and shampoo plastic polypropylene bottle caps. The caps are sent to a plastics recycler to be ground and molded into new plastic caps. “Our goal is to inspire long-term change in how the beauty industry approaches package design,” said Dominique Conseil, president, Aveda. “Aveda’s Caps Recycling Program is a first step in that direction – and helps set an example for environmental leadership and responsibility.”