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KW Plastics: Caps off to Aveda's PCR use and material collection program

Pw 4888 Aveda

“Moving the bar in the sustainability direction,” according to Greener Package Awards judge John Bernardo, president of Sustainable Innovations, the Aveda Vintage Clove Shampoo container is eco-friendly from head to foot. Launched in September 2008 to celebrate the lifestyle brand’s 30th anniversary, the Vintage Clove bottle is made from 96% post-consumer recycled (PCR) high-density polyethylene and employs a 100% PCR polypropylene closure that represents the first fruit of The Estée Lauder Companies’ effort at establishing a nationwide cap collection program.

Decorated with retro-70s graphics, the 8-oz Aveda shampoo container is made from recycled milk jugs and offers “the highest percentage of HDPE recycled content so far attained for a colored beauty product bottle,” according to Karen Bopp, administrator of corporate packaging innovation for Estée Lauder. Resin is sourced from closed-loop recycler KW Plastics (www.kwplastics.com), while bottles are manufactured by TricorBraun (www.tricorbraun.com).

Says Bopp of the container-manufacturing process, “There was a lot of engineering that went into blowing this bottle to ensure that we still maintained proper dimension and tolerance.” At 96% PCR, the bottle represents a notable increase in recycled material from Aveda’s existing bottles, which contain an average of 80% PCR. Curbside recycling is recommended for the empty Vintage Clove containers—another environmental advantage of the package.

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