After years of innovation in the polypropylene recycling arena, Aveda says it has reached a milestone in sustainable packaging. The longtime pioneer of utilizing post-consumer recycled (PCR) content, they have now introduced a polypropylene dispensing tube closure with PCR content. It will make its debut in early 2018, phasing in as a new package for Enlightener Creme Booster, part of Aveda’s hair color category.
 
After two years of trials and testing, the Enlightener Creme Booster tube will utilize a dispensing closure with 25% PCR content. After a successful rollout of this closure in early 2018, Aveda will pursue a closure with higher PCR content, “never stopping to take things to the next level.”
 
According to Deb Darling, director packaging Materials & Innovations Initiatives at Aveda, “Determining the appropriate percentage of PCR content to integrate into a dispensing, hinged closure, or any packaging component for that matter, requires time intensive resources, molding trials and testing.” She says, “Aveda took on this concentrated goal 100 percent because the result aligns with the Aveda Mission of caring for the world we live in. We aim to commercialize packaging innovations that reflect our high-quality standards as we strive to set an example for environmental leadership and responsibility.”
 
This current achievement is the latest milestone in Aveda’s many years of dedication in the polypropylene recycling arena. In 2011, following the momentum of its successful “Recycle Caps with Aveda” program, Aveda and their partners, KW Plastics, Montebello Packaging and CCL Industries tube division, began to include PCR content in non-dispensing, hair color and sampling tube closures. The desire to reach beyond non-dispensing caps took hold, and shortly thereafter, Aveda began development work on a dispensing closure that would utilize PCR content.