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

Pw 4888 Aveda

β€œMoving 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 EstΓ©e 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 β€œthe 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 EstΓ©e 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, β€œThere 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 containersβ€”another environmental advantage of the package.

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