Aveda’s Vintage Clove Shampoo, inspired by the original Clove Pure Plant Shampoo, the first product developed by Aveda, turns 30 years old this year. To mark this momentous anniversary, Aveda is launching the product in limited edition signature packaging, which incorporates eco-friendly plastics with design features from the original 1978 bottle. The bottle is made of a minimum of 96% post-consumer recycled (PCR) high-density polyethylene (HDPE)—the highest percentage recycled content in colored bottle containers to date in the beauty industry, according to Aveda. The remaining 4% HDPE is virgin resin used as a carrier for the bottle colorant.
 
The cap highlights Aveda’s Caps Recycling Program. The caps on the Clove Shampoo are made 100% from recycled water and soda bottle caps—and Aveda products—recovered by Aveda employees and students in the U.S. This is the first-ever use of recycled caps to create a dispensing closure—and a step toward recycling caps as a measure of helping to save marine life by reducing the amount of caps littered along beaches and oceans. (Coastal creatures often mistake the caps for food and end up dying
from ingesting them.)
 
The Aveda Caps Recycling Program has brought in more than 27,000 pounds of plastic. Once collected, caps are sent to a plastics recycler to be ground and molded into new ones. “Our goal is to inspire long-term change in how the beauty industry approaches package design,” says Dominique Conseil, president of Aveda. “Aveda’s Caps Recycling Program is a first step in that direction—and helps set an example for environmental leadership and responsibility.”