The disposal process of a product is an important
factor in consumer behavior. How products are being disposed of is becoming
extremely important to consumers and society in general. Because many
environmental problems result from product disposal, companies must take into
consideration the end life of their products. Marketers and manufacturers must
understand that this is something consumers have become more aware of and
something that also drives their purchasing behavior.
In order to appeal to consumers, new and creative disposal
incentives are marketed to consumers in order to get them to buy a product. For
example, some retailers offer a percentage off your purchase for recycling an
old item of clothing.
Products are also being manufactured with a “less is
more” state of mind. Some products are packaged with less material to make the disposal
process less harmful on the environment. Other packaging is made with recycled materials
and less chemicals.
The ease
of product disposal is now a key product attribute to consumers. - Vanessa
MAC Cosmetics and Lush Packaging Programs
Today, many
companies have been conscious of how their products interact with the
environment and are always trying to find new, innovative ways to be
sustainable and have a low impact on the environment. Specifically, MAC Cosmetics
has developed a program “Back to MAC” where consumers can bring in their
primary make-up packaging (6x) in exchange for a free MAC lipstick. This is a
great program that not only positively affects the environment but encourages
consumers to do the same. In addition to MAC, Lush (fresh handmade cosmetics) is
another company committed to the environment and becoming a more sustainable
company. Lush has developed a packaging strategy called “We Love it Naked,”
where consumers are encouraged to go completely naked specific to products that
do not require any packaging at all, for example their bar soap. If consumers
were “to go naked” all the time they could save up to 30 plastic bottles a year
from entering a landfill. However, they are aware that as a business no
packaging is impossible, therefore when they do use packaging, they prefer it
to be from recycled materials. Lush and MAC are two companies striving for
sustainability and by developing programs such as “We Love it Naked” and Back
to MAC are great ways to encourage consumers to be aware of their impact on the
environment as well. - Chelsea
More Eco-friendly Beauty Brands
- Josie Maran Cosmetics:
- Founded by former model, Josie Maran, her eco-friendly cosmetics brand was inspired by her upbringing. Her father was a green builder and her grandmother was a human rights activist/professor at UC Berkeley. She dedicates her skincare line to natural/gentle ingredients and eco-friendly packaging.
- Packaging: Josie Maran Cosmetics are packaged in recyclable glass, aluminum, paper and plastic; several of their products use biodegradeable materials also. “30% of the outer carbon packaging” is made from post consumer waste.
- Korres:
- Originally a pharmacy chain from Greece, due to its highly successful products, the brand expanded internationally.
- Packaging: Korres’ Eco-conscious policy ensures that all of its packaging is recyclable. The brand works to reduce their carbon footprint by optimizing production so that materials needed are minimal, use steam generated heat rather than electrical, and any herbs or plants they use are guaranteed pesticide free.
- Tarte Cosmetics:
- Described as “high powered natural” cosmetics mixed with glamour.
- Packaging: Customers can participate in their recycling program where anyone can send finished or empty bottles/ pans back and they will give you 15% off your next purchase (this applies to several specific products but not all). Products use post consumer recyclables, biodegradable material, or they are refillable.
- Ashley
Sources: Josie Maran Cosmetics, Korres USA, Tarte Cosmetics
Upcycling: PUMA
In 2013, sportswear giant PUMA joined the fight to minimize
the impact of clothing manufacturing/disposal through the launch of its Bring
Me Back program and InCycle line of products. These programs combine recycling
and sustainable manufacturing techniques to reduce the overall environmental
impact of PUMA’s products, as well allow consumers to dispose of their unwanted
apparel responsibly.
PUMA’s Bring Me Back program
To launch the Bring Me Back program, PUMA partnered with
international recycling company I:CO, which processes more than 500 tons of
clothing and shoes worldwide every day. PUMA stores now have collection boxes
where customers can drop off old clothing, shoes, and bags for recycling. These
drop boxes are not just for PUMA goods – customers can drop off unwanted
wardrobe items, regardless of the brand. After being dropped off, these items
are sent to I:CO facilities for processing. Clothes that are still wearable are
sent to secondhand stores, while the materials from non-wearable items are
recovered and upcycled.
Bring Me Back also includes an online social element, which
allows participants of the program to upload a photo and write a short obituary
of their recently contributed items.
PUMA’s InCycle collection
PUMA also launched a line of eco-friendly clothes to partner
its recycling efforts. The InCycle collection – which includes shoes, clothing
and bags – is made from sustainable sourced materials that are designed to be
environment-friendly from production to disposal. The InCycle track jacket is
made from 100% recycled polyester and is designed to make upcycling as easy as
possible. The product line also uses organic cotton, and many of the products
also incorporate biodegradable fibers that can be safely composted.
- Leo
Other Brands and Retailers Collaborating with
I:CO
I: Collect (I: CO), global textile recycling
organization, has partnered with over 60 brand and retailers to collect and
recycle donated clothes, shoes, and textiles in over 50 countries worldwide.
The most recent partnership occurred with American Eagle back in early June of
this year. For this specific partnership, customers that drop off unwanted clothing
and shoes are rewarded with a text code for a $5 discount on a pair of AE jeans
to be purchased that very same day. This
recent partnership has shortly become one of I: CO’s largest North American
partnerships. Some of the other brand partners include: H & M, Levi Strauss
& Co., Puma, Forever 21, and Footlocker.
I: CO’s main objective is to incorporate 100%
of the clothing, shoes, and textiles collected into a recycle process by the
year 2020. Currently, I:CO has been able to integrate 30% of the collected
items into a recycling system. Such collected items serve many uses: cushioning
and filling, flooring, key rings, protective packaging, pellets, etc. So far
the organization has been successful at creating an impact in the recycling and
upcycling markets.
- Sandy
