Garnier inks deal with TerraCycle

NEW YORK — L'Oréal's Garnier brand has inked an exclusive partnership with TerraCycle, a company specializing in the collection and reuse of nonrecyclable post-consumer waste, to help reduce the amount of personal care and beauty packaging waste sent to landfills. To help support the partnership, a mobile marketing program kicks off in New York on April 11.

Under the partnership, Garnier expects to collect millions of pieces of waste globally. Through the sponsorship of its worldwide Personal Care and Beauty Brigade — individuals or groups who sign up to participate — packaging will be collected and shipped to a TerraCycle facility.

In addition to diverting packaging from landfills, the Personal Care and Beauty Brigade will help to recruit new members and educate communities to help make a difference. For every unit of waste collected, Garnier will contribute two cents to the charity of the individual's choice. As part of a larger corporate responsibility program, TerraCycle will repurpose all collected personal care and beauty packaging, reusing it to build eco-friendly playgrounds across the United States.

"Working with TerraCycle, we can now take another important step toward reducing waste, not only for our products but [also] for the entire cosmetic industry. This is just one part of Garnier's ongoing commitment to a cleaner, greener future," stated David Greenberg, president of Maybelline New York-Garnier-Essie.

The partnership with TerraCycle marks just one part of Garnier's multipronged sustainability efforts. As of March and rolling out over the next two years, newer, greener products will debut across all Garnier brands: Fructis shampoo and conditioner, Fructis Style grooming and style products, Nutrisse haircolor, HerbaShine haircolor and Garnier skin care.

The first to roll out is Garnier Fructis Pure Clean, a biodegradable shampoo and conditioner. Pure Clean shampoo (94% biodegradable) and conditioner (92% biodegradable) are non-ecotoxic and leave behind less residue and suds. The formulas contain no silicone, parabens or dye. The bottles are made of polyethylene terephthalate and include 50% post-consumer recycled plastics.

To promote its partnership with TerraCycle and the launch of Fructis Pure Clean shampoo and conditioner, Garnier kicked off in April a mobile marketing program called The Cleaner Greener World Tour. The tour kicks off April 11 in New York's Times Square and continues to Cincinnati; Nashville, Tenn.; Fort Worth, Texas; Detroit; and New Orleans. The goal: to educate consumers to think differently about waste and to learn easy ways to make a positive impact on the environment.

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