Aveda raises sustainability efforts with TakeBack Programme

Beauty giant’s pilot scheme will roll out to 35 UK salons, with plans to expand to international markets

Hair care giant Aveda has marked a new milestone in its journey to become a more sustainable brand with its TakeBack Programme.

The full circle scheme allows shoppers to return their hard-to-recycle beauty empties, including pumps, 150ml-or-less bottles, pouches, make-up items and tubes, at 35 UK salons to be recycled by its partner.

Before returning skus in-salon, Aveda is encouraging consumers to reuse their packs first in an effort to reduce the amount of packaging in circulation.

Prior to the initiative's launch this month, the brand switched its packaging materials to 100% post-consumer recycled materials.

“Sustainability is at the core of our brand, and launching a take back programme is another step we are taking toward helping to minimise waste and lessen our environmental impact,” said Aveda’s Global Brand President, Barbare De Laere.

“We are very excited to pilot this programme in the UK, where consumers have shown an eagerness to make more sustainable decisions around consumption and recycling.

“Our goal is to roll out in several additional countries in the future, and we are excited about the potential long and short-term impact of the programme.”

In exchange for returning items, Aveda will reward shoppers with 200 Aveda Plus Points per item that cannot be recycled locally.

The move follows brands such as L’Oréal’s Maybelline and Boots’ No7, which have introduced take back schemes in the UK for beauty empties.

According to the Walgreens Boots Alliance- owned retailer, its Scan2Recycle programme has saved more than one tonnes of plastic from landfills in just three months and more than 30,000 customers are reported to have signed up to the scheme.

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