Vogue International, makers of OGX hair care products, has reduced the environmental impacts of its pressure-sensitive labels on packaging through collaboration with WS Packaging Group Inc. and Avery Dennison.

By switching to Avery Dennison’s Global MDO film, the OGX brand will reduce environmental impacts by 26% to 34% across the categories of fossil material, water use, energy use, greenhouse gas emissions and waste generated. According to Avery Dennison, that is the equivalent of saving 65 barrels of oil, the drinking water for 131 U.S. citizens, the annual energy used in 15 American homes, taking nine cars off the road for a year and eliminating the annual waste of five U.S. households, respectively. 

“Vogue International is committed to reducing our environmental impact and increasing transparency while maintaining our commitment to sustainable practices,” says Jamie Kontz, marketing and product development manager, in a released statement. “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.”

According to Vogue, using the Avery Dennison Greenprint methodology, a life cycle-based environmental performance assessment tool, an evaluation was conducted to show that using thinner label materials will reduce environmental impacts. The Greenprint tool was launched in 2010.

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

The life-cycle evaluation helped guide the packaging team at Vogue and WS Packaging Group in their decision to transition the labels for its leading products to Avery Dennison’s Global MDO film, states Avery Dennison.

“Collaborating across the supply chain drives value for brands,” says Wayne Richter, chief supply chain officer, WS Packaging. “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.”