If branding is all about telling a story, generic post-consumer recycled content may be lacking in that department. Sourced from recycled material suppliers selling resins aggregated from one or many municipal recycling facilities, generic recycled materials (that is “rPET” or “rHDPE”) contain plastic from many different types of products and packaging, come from any number of places and have no traceability back to the original product or where the material was generated or collected. Identifying the key values that drive significance with customers and consumers is a huge factor in crafting a narrative. Many companies branding for sustainability have publicly stated goals and have made commitments to increase the amount of post-consumer recycled (PCR) resins in their product packaging. This is because one of the most important factors consumers cite in their selection of eco-friendly products is the use of recycled content.

The plastic waste accumulated in oceans is like something out of a horror movie. According to the Ellen MacArthur Foundation (EMF), 95% of the value of plastic packaging material, worth $80-120 billion annually, is lost to the economy and on the current track, there could be more plastics than fish in the ocean (by weight) by 2050. With such a huge problem to address, it calls for some creativity and innovation, which is how ‘beach plastic’ came to be. Earlier this year, P&G gained worldwide headlines when it announced that its Head & Shoulders brand will produce the world’s first recyclable shampoo bottle made from up to 25% recycled beach plastic. I first covered the announcement back in January and since then have interviewed reps from P&G and their recycling partner, TerraCycle. In addition, in February, my colleague Tony Deligio and I traveled to San Diego to interview a beach cleanup organization, a key component in this whole initiative. And that’s where the beach plastic story begins.

欧莱雅中国副总裁兰珍珍表示：“今年我们携手环境保护部宣传教育中心在世界地球日之际共同发起首个聚焦在美妆行业的‘绿色消费倡议’。我们很高兴能够通过此次淳萃品牌与泰瑞环保合作在中国的‘爱满空瓶’活动，进一步宣传欧莱雅绿色消费倡议之回收利用的环保理念，鼓励消费者用实际行动支持绿色消费，共同打造更美好的生活环境。”

上海2017年5月8日——欧莱雅集团旗下自然洗护发品牌淳萃(Ultra DOUX)携手泰瑞环保在上海来福士广场开启创新趣味环保之旅，与淳萃呵护大使刘昊然共同启动“爱满空瓶”环保公益项目，践行健康、自然的可持续新潮流生活方式!

5月8日，欧莱雅集团旗下洗护发品牌淳萃（Ultra DOUX），联合泰瑞环保，在上海发起了“爱满空瓶”活动——消费者通过扫描二维码签署空瓶回收协议，免费领取相关产品。而使用后的空瓶，将通过线上的泰瑞环保网站的登陆、线下的华东区卜蜂莲花门店回收，再经过泰瑞环保填埋，制作成崭新的课桌椅捐赠给光爱学校的学生。

泰瑞环保是一家提供废品回收解决方案的创新型公司，它针对难以回收循环利用的废品处理，尤其塑料制品的回收处理具有全球领先优势。无论是家里的咖啡胶囊，还是工厂的塑胶手套，泰瑞环保几乎能回收利用所有形式的废品。目前，在全球20几个国家，已经有超过6000万人参与了泰瑞环保的回收项目，他们制造的再生利用品达到30亿件。

Americans have a one-track mind when it comes to our trash. We want it out of sight and out of mind—as soon as possible. As "stuff" has evolved to address our demands for convenience, particularly in the food and beverage industry, we've started to perceive everything we buy as disposable. The average person now generates 4.3 pounds of waste per day, with 55 percent of it ending up in landfills. If that isn't a sign that a bit of holistic thinking is in order, I don't know what is. Before you toss your waste in the trash bin, here are some simple questions to ask yourself:  1. Why is it trash?  Let’s say you ripped a small hole in your T-shirt—would you try to mend it, upcycle it, resell it, donate it, or throw it in the trash? At what point does a product and its packaging become waste in the first place? The answer is actually a matter of perspective. It becomes easy to look at objects as disposable when they can be easily replaced with new, mass-produced, relatively inexpensive goods. Living a more zero-waste existence starts with taking a tip from nature and looking at "waste" as a potentially valuable material.  2. What material is it made of? Identifying the materials in your trash is the first step in figuring out how to dispose of them in a more responsible way. According to the EPA, about 28 percent of the solid waste stream in the United States consists of food waste and yard trimmings. These can be composted to divert material from landfills and prevent the generation of methane and other greenhouse gasses. Paying attention to what metals, plastics, paper, and glass materials are in your bin is important, too, which leads me to my next question.  3. Can it be recycled? Everything is technically recyclable, but an item is considered highly recyclable when most public recycling systems accept it. Research your town's or city's recycling system and find out what it accepts before you throw anything out that could easily be returned to be repurposed. For example, some states have mandated recycling initiatives on plastic bags. The shelf-stable and refrigerated cartons that hold soups, milk, and juice are now recyclable in some communities too. There are ways to responsibly deal with items that are not accepted curbside or through a public system, too. My company, TerraCycle's free, brand-sponsored recycling programs can solve for unexpectedly recyclable items like used toothbrushes and old toys. We also have turnkey recycling boxes for you eco-warriors who want to recycle everything from coffee capsules to the contents of your bathroom.  4. Does it have waste on it? Once you decide to recycle an item, you need to make sure that it isn't covered in food or other types of waste, as this can interfere with the recycling process. For example, cardboard pizza boxes soiled with grease and food remnants are not recyclable until you remove the tainted portions. When paper products, like cardboard, are recycled, they are mixed with water and turned into a slurry. And water and oil just don’t mix. Do your best to scrape all the solid food scraps out of jars and cans before putting them in the bin, but keep in mind that small amounts of food don’t interfere with the glass, steel, and aluminum recycling processes, as those materials are recycled using heat.  5. Can you hold on to it until a solution is available?  Have you ever noticed now many public areas like parks, train platforms, and street corners don’t have recycling bins? It’s easy to toss your waste into the nearest trash bin when the alternative is littering, but holding on to your recyclables until you are able to place them in your blue bin at home or the nearest public recycling drop-off is a significant way to divert these items from landfills. Thinking of all trash as having a place within the recycling system helps us align our human consumption with nature and promote a more sustainable world. Let's get started!

A TerraCycle partnership represents one part of Ultra DOUX’s comprehensive sustainability efforts, which also include packaging improvements and science-driven innovation. Renewable, bio-derived plastics; cardboard packaging sourced from sustainably managed forests; and the use of more naturally-derived ingredients are all part of environmental target.

消费者通过扫描二维码签署空瓶回收协议，即可参与本次活动，在现场免费领取淳萃洗发产品。使用后的淳萃空瓶将通过线上登陆泰瑞环保的网站，线下通过华东区的卜蜂莲花门店回收，再通过泰瑞环保零燃烧零填埋，对环境零污染的方式进行处理，并制作成崭新的课桌椅捐赠给光爱小学校的孩子们，以环保零废再造的方式帮助他们营造更加良好的学习生活环境，并提高消费者的环保意识。

Volontärer från strandstädningen skickar den insamlade hårdplasten från Marstrand till TerraCycle som betalar fraktkostnaderna. All insamlad PE-HD plast används för att tillverka nya Head & Shoulders återvinningsbara schampoflaskor gjorda utav upp till 25 % återvunnen marinplast. Flaskorna kommer till en början att säljas i Frankrike, men målet är att försäljningen senare ska utvidgas till andra europeiska länder, inklusive Sverige.