Back-to-MAC Program Changes Gear, Discontinues Free Product Drive

Global makeup powerhouse MAC Cosmetics has announced a revamp of its Back-To-MAC program.

The long-standing initiative encourages MAC consumers to return empty product packaging to be recycled by the brand in a bid to repurpose plastic into new products.

While sustainability remains at the forefront of the drive, consumers will no longer receive a free MAC product in exchange for six returned products.

At time of writing, it remains unclear what incentive for consumers MAC will run in its place. Aïda Moudachirou-Rébois, Senior Vice President and Global Chief Marketing Officer at MAC Cosmetics told Beauty Packaging “we shifted the free product incentive to investments that are making a real impact in reducing plastic waste.”

Partnership with US company Close the Loop has already been announced in light of MAC working toward a zero-waste-to-landfill model. A $US100,000 donation has also been reportedly made to Plastics for Change by MAC.

Back-To-MAC has been in operation across the globe for over three decades. In the last five years, MAC reports more than 74 tonnes of packaging has been returned and recycled across Australia and New Zealand.

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