05.01.20
With a synergy between clean beauty and clean packaging, Aveda’s Nutriplenish collection features two shampoos and conditioners, a leave-in conditioner and a treatment oil—and highlights a unique combo of organic ingredients.
The line illustrates the brand’s environmental mission, as it is silicone-free, vegan, cruelty-free and is 94% naturally derived. According to the brand, the packaging was developed “to be truly representative of what’s inside the bottle: vibrant in color to reflect the mango, pomegranate and fruity aroma, and environmentally friendly to reflect the sustainability of our product and our brand.”
Aveda says this was the first time they developed environmentally friendly packaging “in a vibrant, on-trend color that creates a beautiful shelf and user experience.”
The challenge was in using 100% PCR HDPE materials. Due to the undertone in the resin, the team went through “countless” numbers of color-matching rounds to ensure they had the right formulation for both the light and deep collection which reflected ‘the vibrancy and juiciness that the brand wanted from these colors.” They then looked at different ranges in the PCR to ensure there was “a significant but harmonious feel yet a distinguishable difference between the light and deep packaging.”
Challenges Met
Another consideration in the development of the Nutriplenish collection was ensuring that they could efficiently evacuate the products and that the bottle and componentry would work well with the product.
According to Aveda, “The Nutriplenish leave-in conditioner is in such a beautiful bottle and when looking at a spray formula, we wanted to ensure that the package worked with the formula to ensure consumers are able to use all of the product and not let any go to waste. Many teams collaborated to ensure the packaging created an enjoyable user experience that complemented both a sustainable package and a sustainable product.”
The Nutriplenish shampoo and leave-in conditioner bottles are made with 100% PCR HDPE, conditioner tubes are made with a minimum of 58% PCR HDPE and up to 42% bioplastic, and the oil bottles are glass with a 100% post-consumer material carton.
And, like all Aveda products, Nutriplenish is manufactured with 100% wind power through renewable energy credits and carbon offsets.
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