Natura brings the first post-consumer recycled glass bottles in the Brazilian market

"Industry-leading cosmetics, Natura is one of the forerunners in the industry of perfumery nacional. With sustainable practices, the company contributes, over the years, to the development of category in the country. In a new step, Natura has launched the first packaging for perfumery made with post-consumer recycled glass. The company is a pioneer in Brazil to use the material in one of the noblest forms of glass: a fragrance bottle.
The first bottles contain on average 20% of its mass consisting of post-consumer recycled glass. Natura Humor, Kaiak classic, Essential classic male and Natura Ekos Freshness were the first chosen brands to be marketed with more sustainable packaging. The expectation is that over the next few years the material go being introduced in other subtags.
The environmental benefits of this substitution are expressive. The incorporation of recycled glass in packaging of perfumes reduces CO2 emissions 357 tonnes/year, equivalent to the hypothetical situation of a stroller to give gasoline 65 laps around the Earth (offset around 2.6 million miles). In addition, in the first step of this initiative were we will use approximately 472 tons of recycled glass, which would avoid the disposal of material equivalent to 1.365 million bottles (weighing from 0.345 kg each).
"Dare to do it differently. We launched the first cosmetic refill in 1983. In 2007, we began to replace the alcohol used in our products by organic alcohol. Currently, 100% of fragrances use this raw material. In 2009, we began to use the green plastic made from sugar cane and, in 2014, we launched the first fragrance cartridge with pet 100% recycled packaging, "says Alessandro Mendes, Director of product development of Natura.
Denise Christensen, Director of perfumery, explains that "we put into practice sustainable thoughts that seek to generate social, environmental and economic impacts positives delivering value for our entire network of relations. Combine in a practical way our vision of sustainability in business is a challenge that motivates us every day. "
The use of post-consumer recycled material in packaging is one of the goals of the new vision of Sustainability Natura. By 2020, one of the challenges is to use at least 10% post-consumer recycled material in packaging total weight of Natura in Brazil. Only with the introduction of post-consumer recycled glass jars of their main lines of perfume, in that first moment, the number hit by the company more than doubled from 1.2% to 2.6%.
The company began to research for the use of recycled glass jars of perfumery in 2006. After several studies and analyses, managed to come up with a solution to be effective and maintain the final finishing of high quality packaging item of importance in relief for the category since it interferes directly in the purchase decision.
Another sustainable contribution of Natura for the fragrance oils is to use national Brazilian biodiversity in the composition of their fragrances, aromas that only Brazil has. The company is also the only one in Latin America to rely on an exclusive in-house perfumer.
"Today, we have 18 essential oils of Brazilian biodiversity, such as Cyperus articulatus and Breu Branco, which guarantees an olfactory heart who signs all our fragrances and make them unique in the market," says Veronica Kato, perfumer of Natura.
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