has long been a symbol of an environmentally conscious company since its inception over 30 years ago. Its image is one of quality and green innovation that developed from ideas such as the reusable lipstick tube. Their newest campaign is a cap recycling program
that hopes to decrease the amount of litter found on beaches and in landfills.
Since polypropylene bottle caps are not recyclable, they are cut off of bottles by recycling companies and discarded. The caps will likely end up in landfills, oceans or beaches. One of the most horrific instances of a resulting problem is a bird that may mistake these caps for food and swallow them. This has become an increasingly widespread problem and affects many species of oceanic wildlife.
Aveda has developed this program to allow the public to save their caps from milk jugs, water bottles, beverage bottles, shampoo bottles, etc. and send them directly to the company, or have them sent via a local school system or select stores. Aveda then incorporates this content into their new packaging material and their package production will become slightly more sustainable. Through this campaign, Aveda hopes to restore the safety to many of our country's beaches and use less virgin material in its product lines. How effective will these efforts be? It is hard to tell, but it is likely that their contribution will go unnoticed by most unless the program really expands and gathers lots of support. Their campaign, however, will likely inspire other companies to reevaluate their current practices and develop ideas to become more sustainable.