Aveda introduces Take Back program

Aveda announces the launch of an empty bottle take-back initiative in select European countries, called Aveda Full Circle Takeback program. As the first beauty brand to use 100% post-consumer recycled materials in its packaging, the launch of Aveda Full Circle is a natural next step for Aveda in its ongoing quest to address its impacts related to packaging, including minimizing packaging materials and maximizing recycling and the use of recycled content.

The program will be launched in Belgium at Mo'na Mechelen in August. More salons will follow in September and in October. 

Press release and visuals attached.