CORRECTING and REPLACING VIDEO e.l.f. Beauty Reduces More Than One Million Pounds of Packaging Materials
November 15 2021 - 5:47PM
Business Wire
New Project Unicorn
Milestone Reaffirms Leaner and Greener Efforts for a Better
Planet
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E.L.F. BEAUTY REDUCES
MORE THAN ONE MILLION POUNDS OF PACKAGING MATERIALS
New Project Unicorn
Milestone Reaffirms Leaner and Greener Efforts for a Better
Planet
To commemorate National Recycling Day and continue its mission
of positively impacting the planet, e.l.f. Beauty is proud to
announce it has eliminated more than one million pounds of
packaging materials through its Project Unicorn initiative. Project
Unicorn was launched in 2019 to elevate the brand’s product
assortment, presentation, and on-shelf presence through innovative
streamlining of product packaging.
In 2020, the Company announced that it had eliminated an
estimated 650,000 pounds of waste and earned three design patents
for packaging innovation. e.l.f. Beauty’s Chief Creative Officer,
Ashley Rosebrook, who spearheaded the effort and has continued to
work in imaginative ways to reduce the footprint of the Company’s
packaging, shared more on the journey: “We named this initiative
Project Unicorn because, like the mythical creature, no one thought
it could actually be possible,” recalls Rosebrook. “We were
determined, and through design and teamwork, we proved it could
work; when we thought outside the box, we were able to eliminate
the box.”
This year, Project Unicorn gained even more momentum, resulting
in additional waste reduction. Stripping away secondary cartons,
vacuum formed trays and paper insert cards, and slimming down
secondary packaging, Project Unicorn has streamlined packaging for
more than 200 SKUs across multiple categories. One SKU
alone—e.l.f.’s holy grail Clear Lip Lacquer—has shed an impressive
66,000 pounds of packaging, all by its mighty little ‘s-e.l.f.’ The
chic, new packaging with sustainably sourced cartons is Forest
Stewardship Council (FSC)-certified and comes from responsibly
managed forests that provide environmental, social and economic
benefits.
According to Tarang Amin, e.l.f. Beauty’s Chairman and CEO:
“Project Unicorn is at the heart of our purpose platform,” he
notes. “We’re proud of reaching the one-million-pound milestone and
are excited by the progress we’re making on our journey across all
our brands to reduce package footprints. We look forward to
continuing to push boundaries as we aim to make the world a cleaner
place.”
About e.l.f. Beauty:
e.l.f. Beauty stands with every eye, lip, face and paw. This
deep commitment to inclusive, accessible, cruelty-free beauty has
fueled the success of our namesake e.l.f. Cosmetics brand since
2004. With the addition of pioneering clean-beauty brand W3LL
PEOPLE and launch of the lifestyle beauty brand Keys Soulcare
created with Alicia Keys, we continue to strategically expand our
portfolio with brands that support our purpose and values. Our
family of brands is available online, and across leading beauty,
mass-market, and clean beauty specialty retailers.
Learn more by visiting https://investor.elfbeauty.com.
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version on businesswire.com: https://www.businesswire.com/news/home/20211115005544/en/
Media
Corporate Communications: Melinda Fried, e.l.f. Beauty
mfried@elfcosmetics.com
Business Media Inquiries: Brittany Fraser, ICR, Inc.
ELFPR@icrinc.com
Consumer Media Inquiries: Danielle Marmel SHADOW
Danielle@weareshadow.com
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