Aveda, Friend To Baby Seals
Always in the vanguard when it comes to environmental issues, Aveda made serious strides to raise awareness for endangered marine life last night with a launch party for its Plastic Caps Recycling Program . Green enthusiasts, friends of the brand, and eco-minded designers like Alexander Wang and Christian Siriano were on hand at Tribeca’s Greenwich Hotel to celebrate the initiative, which aims to reduce the number of bottle caps littering beaches and oceans. The company has enlisted the help of its own network of salons and stores, as well as community schools nationwide, to collect water, soda, detergent, and shampoo plastic polypropylene bottle caps—an endeavor that has already brought in more than 50,000 pounds of plastic and spared the lives of countless birds, turtles, and other ocean life that often mistake the colored caps for food. The first product to debut with the brand’s new environmentally responsible packaging will be Aveda’s Limited Edition Vintage Clove Shampoo, launching later this month.