THE WHAT? The Estée Lauder Companies-owned cult beauty brand M.A.C cosmetics has launched its Back-To-M.A.C recycling program in Poland and Austria.
THE DETAILS The take-back project was originally launched 30 years ago, giving consumers a way to sustainably discard their empty containers.
The brand is now continuing its global expansion with the program, with most of its primary packaging, such as the eye shadow pot or lipstick case, being able to be returned as part of the scheme.
THE WHY? Philippe Pinatel, Global Brand President, M·A·C Cosmetics, said, “Like many, at M·A·C we care about the planet and are doing our part to help improve our environmental impact.
“That’s why we created the Back-To-M·A·C program years ago in Canada, where the brand was born, to help reduce the environmental impact of our packs. And that’s just one piece of the puzzle. We are continuing to design with the environment in mind, making smarter, more responsible packaging choices without compromising our iconic packaging aesthetics and performance. I’m so excited for what’s in store and invite consumers to join us in our journey.”