“We see that our consumers are becoming increasingly more altruistic in their motivation for participating in the program.”
“Many consumers see the pandemic as a wake-up call that we, as global citizens, should take better care of the environment and each other,” said Pinatel. And as consumer demand for sustainable practices continued to rise, M♺♼, like many others, saw the demand only accelerate in the past year’s pandemic. Going back over 30 years, for many consumers the Back-to-M♺♼ program served not only as an enticing way to score a lipstick in exchange for doing good for the planet, but as an introduction to the idea that empty beauty containers should be able to be repurposed or recycled. In countries where the take-back program is in operation, M♺♼ partners with leading recycling suppliers to recycle its ABS plastic into new plastic, which goes into the production of new materials including coffee machines, roadways and even new compacts depending on the location, and they recover energy from what cannot be recycled. Notably, the program reduces the carbon footprint of M♺♼ compacts in the U.S., excluding California, by 9 percent. We applaud M♺♼ Cosmetics for its continued dedication to the Back-to-M♺♼ program, and we hope it helps create a place for cosmetics packaging in the circular economy.” “The Back-to-M♺♼ program is a great example of a company leaning into the challenges and working to build meaningful solutions. “Given the challenges surrounding cosmetics packaging recycling, it’s important to innovate new systems to find success,” says Olga Kachook, Senior Manager, The Sustainable Packaging Coalition. In the past year alone, M.A.C processed over 271,000 pounds of containers through the Back-to-M.A.C program in the United States – equivalent to over 2,500,000 lipsticks. In fact, none of the products taken back through Back-to-M♺♼ ever end up in a landfill. Notably, M♺♼’s impatience for recycling’s evolution has paid off in a big way. Since then, M♺♼ has been working to expand the program to more markets around the world. Consumers were quick to embrace the program and it has successfully spread through word-of-mouth from there. This program really helped set the standard for cosmetics take-back programs and we’re proud of the legacy M♺♼ played in inspiring change across the industry.”īack-to-M♺♼ initially helped fill a major recycling gap for cosmetics products when few other options existed. “The creation of Back-to-M♺♼ is an early example of the brand’s long-held determination to do good by our global community and the planet. “Like many, at M♺♼ we care about the planet and are doing our part to help improve our environmental impact,” said Philippe Pinatel, Global Brand President, M♺♼ Cosmetics. Inside the 94th Academy Awards Governors Ball
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