THE WHAT? Henkel-owned Schwarzkopf has announced a new partnership with TerraCycle to launch a free Schwarzkopf recycling program in the US.
THE DETAILS The program, which kicked off at the start of the year, allows US shoppers to recycle packaging for all of the brand’s retail hair care, color and styling products and earn points which can be redeemed against charitable gifts or donated to a non-profit of choice as they do so.
THE WHY? Through the program, the brand will be able to claim that 100 percent of its packaging is recyclable, a factor which could sway purchasing decisions for today’s sustainability-aware consumer. “The launch of the partnership is part of our ongoing commitment to ensuring 100 percent of our Beauty and Laundry & Home Care packaging is recyclable, reusable or compostable by 2025,” said Heather Wallace, Senior Vice President and General Manager, Beauty Care North America. “The program will not only increase the overall recyclability of products, but also inspire and empower consumers to champion the sustainability of products they’re purchasing.”