Natura launches first 100% recycled PET refill for Ekos line

Natura, Brazilian multinational of cosmetics and toiletries and beauty, brings to the Ekos line Incentive, best-selling women's fragrance in the country *, the option of packaging cartridges produced in 100% recycled PET. This is the first major brand of perfumery to develop and release refills for your Incentive, an innovative attitude which is part of the sustainable behavior that has taken since its launch.
"The commitment to sustainable development is part of the essence of nature and is present in all the company's shares. Pioneered the launch of refills for the recharge of bottles in 80 years, we were the first company in Brazil to offer cosmetics this innovation. In addition to economical, using refill reduces environmental impact and helps to minimize emissions of greenhouse gases in the atmosphere, "says Denise Coutinho, Director of the perfumery business unit of Natura.
Because they are made from discarded material, reclaimed and recycled, the Natura Ekos cartridges Incentive issue 72% less carbon in its production process. In addition, provide more savings to consumers, since they are 20% cheaper than the regular and practical packaging and easy to be handled.
Natura began to offer refills for their products in 2000, with the line Natura Chronos, Natura fennel, Natura, Natura Man Sève, Natura Plant, Deodorants, Natura, Natura Is MOM and baby and Natura Ekos. In 2010, innovated again to relaunch the Natura refill fennel, produced with green plastic made from sugar cane, and also the Natura refill Is currently with 85% less plastic than regular packaging.
In April this year, the company presented its new vision of sustainability, which has sustainable guidelines to their business model in the long term and ambitions for the year 2020. As an example, the company has the ambition to use at least 75% of recyclable materials in the total mass of packaging (56% in 2013), use at least 10% post-consumer recycled material in packaging total weight (1.43% in 2013) and have 40% of the units billed in Natura eco-efficient packaging (21.5% in 2013).
"Concentrating efforts on three pillars – ' brands and products ', ' network ' and ' management and Organisation '-, our goal is to go beyond neutralizing damage caused by business and promote positive impact on social, environmental and economic areas. The new vision of sustainability Natura expressed the intention that our lines of products stimulate new values and behaviors required for building a more sustainable world, as is the example of Natura Ekos ", explains Denise Alves, Director of sustainability for Natura.
* Source: Euromonitor, Q1, 2014.