Success Stories

Aveda

Aveda's Uruku™ Cosmetic Packaging

Introduction

Aveda approached Material ConneXion® looking for a cosmetic packaging in keeping with the philosophy of its then-new makeup line, Uruku ™. Uruku makeup draws inspiration and ingredients from the cosmetic practices of an indigenous South American tribe. Aveda's environmental concerns impelled it to look for a cosmetic packaging solution created entirely from recycled materials.

Success Stories

Material ConneXion cooperated with Harry Allen, Aveda's design consultant, to find an attractive, environmentally friendly material that was compatible with Aveda's existing injection and compression moulds. Until Allen re-envisioned it as lipstick tubes and compact cases, the low-cost, post-industrial polypropylene had been used primarily in outdoor applications such as outdoor decking. The vegetable fibers that lent it its strength also gave the polymer a pleasing, earthy texture.

Conclusion

Aveda won praise for its vanguard effort to lessen the negative impact of cosmetic packaging on the environment. In 2003, the Uruku packaging won the International Package Design Award "Cosmetic Category Leader," which was given in conjunction with the Health and Beauty America show.