Beauty communications agency SEEN Group has unveiled a beauty products and packing recycling scheme for its influencer partners as it looks to encourage greener behaviour within its sector.
The ‘SEEN Again’ initiative is in partnership with returns management provider Rebound and recycling company Handle, which will respectively collect and recycle empties whatever the brand and even if it didn’t originate from SEEN.
SEEN said the recycling scheme is part of its long-term commitment to “introducing new, regenerative business models that will make tangible and positive impacts”.
Jane Walsh, CEO of SEEN Group, said her company has spent much of the last year focusing on what it can do to play a better social role.
“Overconsumption is a global challenge,” she commented.
“Until our business is fully circular, and all our brands are responsible from cradle-to-cradle, we believe we have a responsibility to offset the consumption trigger.”
She added: “SEEN Again is our way of serving our media collaborators with the opportunity to effortlessly do good and return their waste easily and responsibly.”
As part of the recycling scheme, SEEN will distribute products to its influencer partners accompanied by Handle recycling bags, which are to be filled with used beauty packaging. A free collection service is also attached, and can be arranged via the Rebound returns management solution which is also used by retailers such as online pureplay Asos.
Handle recycles the packaging, supplying premium raw material to other businesses as well as creating its own beauty tools from the recycled waste.
Walsh told Green Retail World: “SEEN Group is a business which houses a collective of beauty experts encompassing strategy, creative, communications and beyond.
“Our audience – and the people we serve and collaborate with every day – are journalists, influencers and industry professionals including make-up artists, hairstylists, nail technicians, and aestheticians. One of our aims when launching SEEN Again was to contribute to the dialogue around sustainability in the beauty industry with our extended network – to help drive industry-wide change at a business level.”
Walsh said the recycling scheme is a case of recognising the beauty industry’s role in overconsumption and introducing “responsible, regenerative business models”.
“We very much hope it inspires other agencies and business across multiple industries to support their collaborators in the same way,” she added.
[Image credit: SEEN Group]