Vogue, Avery and WS Packaging partner to reduce environmental impact of OGX labels

Using Avery Dennison’s Greenprint methodology, a lifecycle-based environmental performance assessment tool, an evaluation was conducted to show that using thinner label materials would reduce environmental impacts. The lifecycle evaluation helped guide the packaging team at Vogue and WS Packaging to transition labels to Avery Dennison’s Global MDO film. By switching to Avery Dennison’s Global MDO film, the OGX brand will reduce environmental impacts by 26-34 percent across the categories of fossil material, water use, energy use, greenhouse gas emissions and waste generated, which equates to saving 65 barrels of oil, the drinking water for 131 US citizens, the annual energy used in 15 US homes, taking nine cars off the road for a year or eliminating the annual waste of five US households.

‘Vogue International is committed to reducing our environmental impact and increasing transparency while maintaining our commitment to sustainable practices,’ said Jamie Kontz, marketing and product development manager at the hair and personal care brand owner. ‘We encourage our suppliers and business associates to also make an effort toward practices that are not only commercially sound, but have a positive impact for future generations.’

Laura Clark, Avery Dennison FMCG director in North America, added: ‘Improvements in sustainability require collaboration across the value chain. Vogue’s leadership in improving the environmental profile of packaging is driving the value chain to work closer together.’

Wayne Richter, chief supply chain officer at WS Packaging, concluded: ‘Collaborating across the supply chain drives value for brands. By combining our converting and packaging expertise with high-performance films like Global MDO, we’re able to deliver sustainable benefits and shelf impact for leading brands like Vogue.’