I always like to see new and different thinking on the reuse/ recycle side of things. And I can see how this one could make a big difference. It's a limited deal, but if it gets enough support (both in terms of caps turned in and shampoo sold), we could see Aveda and other companies doing more.
When bottles are recycled, caps are often cut off and thrown away. But Aveda and Shape magazine are teaming up to keep them out of landfills and waterways, where they can end up choking and starving baby animals.
From March 10 through May 10, Aveda stores will be accepting caps from water and pop bottles, laundry detergent, facial cleanser, shampoo, and whatnot. These will be reused as caps on retro Clove Shampoo bottles (a limited edition anniversary deal in Sept). Bring in 25 caps, get a free Aveda sample. If there isn't a store near you, you can mail them in. Full details here.