THE WHAT? MAC has rolled out its Back to MAC takeback program to four further European territories. Consumers in Germany, Norway, Greece and the Czech Republic will be able to return qualifying empties to participating MAC stores for recycling.
THE DETAILS The scheme is designed to reduce the Lauder-owned brand’s environmental impact by recycling or recovering as much of its signature black plastic packages as possible. MAC works with recycling partners around the world to recycle its ABS plastic into new plastic, which goes into the production of new materials for things like coffee machines, televisions, office supplies or electronic devices.
THE WHY? Philippe Pinatel, Global Brand President, MAC Cosmetics, explains, “Like many, at MAC we care about the planet and are doing our part to help improve our environmental impact. That’s why we created the Back-To-MAC 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.”