The two companies, L’Oréal’s participation fronted by its brand Garnier, have come up with the ‘Beauty Products Recycling Program’, in order to solve the traditional problem in the industry that cosmetics packaging, often a complex mix of materials, is rarely recycled.
TerraCycle offers a range of ‘upcycling’ and recycling options for industrial, post-consumer waste, and the new program for beauty products will further expand this for L’Oréal products.
It all forms part of Garnier’s ‘Taking Care’ brand identity strategy, the company says: “Garnier is commited to Taking Care. Garnier wants to give back to the planet by being environmentally responsible and inspiring others to do the same.”
L’Oréal as a whole has set itself the ambitious target of a 60% reduction in the company’s overall environmental footprint by 2020.
The Beauty Products Recycling Program is able to take on an impressive range of post-consumer packaging. This includes cosmetics packaging, such as lipstick, lip gloss, mascara, eye shadow, bronzer, foundation and more.
Hair care packaging is also included, with bottles and caps, hair gel tubes, hair spray and hair treatment packaging accepted. Skin care packaging such as lip balm, moisturizer, face and body wash are all included, and the company will even take shaving foam units.
How will it work?
Consumers are able to apply for a postal label, free-of-charge, to send boxes full of empty personal care and cosmetics packaging across to TerraCyle.
The TerraCycle model for recycling packaging waste works by ‘pelletising’ plastic material, according to the company, which is then put through a plastic injection moulder, and can be made into new sustainable products.
These reportedly include flower pots, plastic lumber, bike racks, park benches, and garbage and recycling units. Participating consumers also earn credit for their area that can be spent on schools for not-for-profits.
The collaboration suggests L’Oréal is following through on its global commitments to reduce its environmental impact: industry commentators believe these displays of CSR have strong consumer approval potential for the beauty industry generally.