L'Oreal's Ultra Doux partners with TerraCycle

By Natasha Spencer

- Last updated on GMT

L'Oreal's Ultra Doux sustainability efforts
Ultra Doux, L'Oreal’s Chinese hair care brand, teams up with waste management company, TerraCycle, to handle hair care packaging waste sustainably.

Designed and developed to target the Chinese hair care market, Ultra Doux has formed a partnership with consumer waste provider, TerraCycle, to create a sustainable alternative to hair care packaging waste disposal.

Packaging waste management

Announcing the partnership on 9th May 2017, Ultra Doux revealed that its is focusing on reducing traditional methods of waste disposal such as landfill and incineration,  and is instead developing its sustainability and environmentally-friendly efforts to become the “first brand to provide a comprehensive solution for hair care packaging waste”​.

The new natural hair care brand leverages Chinese consumers’ preferences for natural and organic products that offer both protection to their hair care routine and the wider environment. It aims to achieve this through enhancing its end-to-end sustainability management including packaging disposal.

Sustainability-led

Ultra Doux is focusing on improving its sustainability efforts with various initiatives on packaging improvement and innovative science.

Going forward, it intends to build upon its sustainability stance through using renewable, bio-derived plastics; opting for cardboard packaging that is sourced from sustainably-managed forests; and adopting more naturally-derived ingredients for use in its products.

"Working with TerraCycle, we can now take another important step towards reducing waste, not only for our products but for the entire hair care industry,"​ said Zhenzhen Lan, Vice President, L'Oreal (China).

"Through the ambitious effort of having the Hair Care Recycling Programme, we look forward to making an impact on reducing the amount of hair care packaging that is thrown away each year,”​ added Tom Szaky, TerraCycle Global CEO.

Community involvement

This new partnership will see both individuals and communities sign up to China’s hair care recycling programme, which supports the collection of hair care packaging that can then be shipped to waste management, TerraCycle, for free.

The agreement also states that for every unit of waste gathered, 1 Yuan RMB (€0.13) will be donated to that person’s chosen charity.

With the first hair care waste packaging collection taking place in May 2017, Ultra Doux has worked in collaboration with China Foundation of Culture and Arts for Children to ensure that all plastic waste gathered through the Hair Care Recycling Programme will be made into desks and chairs, and given to Guang'ai schools in Beijing, China.

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