L’Oreal brand Garnier is partnering with recycling organization TerraCycle for an initiative to turn cosmetics packaging into playgrounds.
Individuals or groups who sign up to participate in TerraCycle’s Personal Care and Beauty Brigade will collect packaging from Garnier or any other cosmetics brand, and Garnier will donate two cents per unit of waste to the charity of the individuals’ choice. TerraCycle will then re-use the waste to build playgrounds across the U.S.
The two organizations are aiming to collect millions of pieces of waste.
The partnership joins other Garnier sustainability efforts including packaging improvements. The company aims to increase its use of bio-derived plastics and cardboard from sustainably managed sources, as well as use more naturally derived ingredients.
Garnier says that over the next two years, it will roll out greener versions of many products, including Fructis shampoo and conditioner, Fructis Style grooming and style products, Nutrisse haircolor, HerbaShine haircolor and Garnier skincare.
The first to roll out is the 94 percent biodegradable Garnier Fructis Pure Clean shampoo, and 92 percent biodegradable Pure Clean conditioner (pictured). The company says these products are “non-ecotoxic”, containing no silicone, paraben or dye, and come in 50 percent post-consumer recycled PET bottles.
The Pure Clean bottles also feature on-pack instructions that promote recycling and urge consumers to reduce water consumption by showering five minutes less a day.
This month Garnier is launching a mobile marketing program to promote its TerraCycle partnership and Fructis Pure Clean products. L’Oreal says this program will teach consumers way to make a positive impact on the environment. The tour will visit festivals in New York, Cincinnati, Nashville, Fort Worth, Detroit and New Orleans.
Last month L'Oreal announced it had introduced two assessment tools to reduce the environmental impact of its package design.
Also last month, the company announced it had created a strategic function to integrate the company’s sustainability practices, and appointed 18-year company veteran Pamela Gill Alabaster to lead the function.
"It's impressive for a company such as Garnier to take the global lead in protecting the environment through collection of their packaging," TerraCycle CEO Tom Szaky said. "Through the ambitious effort of having the Personal Care and Beauty Brigade, we look forward to making an impact on the amount of beauty and cosmetic packaging that is thrown away each year."
Founded in 2001, TerraCycle describes itself as the world's leader in the collection and reuse of non-recyclable post-consumer waste. It works with over 30 brands in the U.S., including Kraft, Sharpie, Paper Mate, EXPO, 3M and Mars. Packaging and products collected by TerraCycle include chip bags, candy wrappers, juice pouches, pens and toothbrushes.
TerraCycle’s Brigade programs pay schools and non-profits for every piece of waste they collect and return. The organization then repurposes waste into eco-friendly materials and products that are available online and through major retailers.
