L’Oreal Group’s cosmetics brand Garnier has launched, for the second consecutive year, the ‘Rinse, Recycle, Repeat’ campaign, with a view to recycling used beauty and personal care packaging in the US.

Developed in a partnership with TerraCycle and DoSomething.org, the programme is a free recycling project operating nationwide, which has been created to collect the brand’s empty packs that otherwise could not be recycled.

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This year’s campaign will aim to educate the participants about the best ways to identify recyclable products, in addition to providing them with useful recycling tips.

Within this framework, Garnier organised a college competition to collect empty personal care packaging from 1 April and will include 50 campuses across the US.

“It’s great that Garnier is encouraging younger generations to become more aware of how to implement proper recycling habits.”

Both the national campaign and the campus competition specifically target young consumers and their knowledge of recycling.

Through this campaign, Garnier aims to divert one million empty personal care containers from landfill by the end of the year.

Garnier’s brand ambassador Mandy Moore said: “I didn’t grow up with the same knowledge that kids today have in terms of their global footprint and that’s why I think it’s great that Garnier is encouraging younger generations to become more aware of how to implement proper recycling habits at a young age to help take care of our planet and our future.”

DoSomething.org chief executive officer Aria Finger said: “We’re excited to work with young people around the country to make a positive impact on the environment.

“We’re proud to be working with Garnier, a brand that continuously demonstrates its commitment to sustainable beauty, to once again activate young people to give these products new purpose and to help them reach their goal of collecting one million empties in 2018.”

TerraCycle, which collects and repurposes hard-to-recycle, post-consumer waste, will recycle the packaging into pelletised lumber and develop materials that will help build Garnier Green Gardens, such as picnic tables, playground equipment, benches and garden beds.