CHELTENHAM, United Kingdom, April 13, 2022 /PRNewswire/ — “Wishcycling” describes the unfounded (although often well-intentioned) belief that something is recyclable even though it is not. * A recent survey** conducted by Rhyme & Reason, the eco-responsible hair care brand, revealed that:

67% of people admitted to regularly throwing away packaging in the hope that it will be recycled, without really understanding if this is possible.

86% admitted to feeling happier about their contribution to the planet when they were able to recycle packaging.

Making ethical beauty choices can be difficult, confusing and often overwhelming, leading to a heightened state of eco-anxiety. In reality, 61% of us have trouble telling whether hair and skincare products are ethical from the packaging. ***

Habits such as ‘Wishcycling’ clearly mean that environmentally conscious consumers want to do their part to help the planet and Rhyme & Reason are at the forefront of helping to provide the solution to this with their revolutionary 100% packaging. recycled and recyclable, which means that the bottle and cap can be put directly into recycling without the need to separate the bottle, label and cap.

Environmental psychologist Lee Chambers told Future Laboratory in his Sustainable Futures report, “The truth is, eco-anxiety is human functioning at its finest. There is no doubt in my mind that environmental well-being will become as important as personal well-being.” **** To back this up, another recent study found that 48% of beauty consumers are looking for more information and clarity about brands’ values ​​and commitments to the environment. Ingredients, packaging recyclability and animal welfare were among the most frequently searched topics.*****

To ease eco-anxiety, Rhyme & Reason is committed to taking positive action for our planet by making it easy, convenient and positive for you to have an environmental impact every day without new plastic in their bottles and caps. The brand believes that taking care of the planet should be as simple as taking care of your hair. The collection is rated 10/10 for performance*, contains up to 97% naturally-derived ingredients, and delivers sensational hair care for every hair type, in a sustainable package.

The story continues

The Rhyme & Reason hair care product collection is housed in 100% recycled and recyclable HDPE bottles with a one-of-a-kind 100% recycled cap that stays securely attached from first use through the recycling stream, helping to prevent ocean pollution and unnecessary landfills.

HDPE comes from a post-consumer waste stream and even the masterbatch for coloring the bottles is made from recycled materials. The unique bottle shape minimizes plastic usage and maximizes packaging efficiency in transit, with the bottles nesting snugly inside each other to minimize “air” shipping. This means that all packaging can go together in the recycling bin, as the lid and the base are only made from the same type of material. – no new plastic.

Each year, the brand donates 1% of its sales to environmental causes, thus helping to preserve and restore our planet for tomorrow. They made a long-standing donation to the Galapagos Conservation Trust, Plastic Pollution Free Galapagos Program..

“When even the most protected and precious wildlife refuges on the planet, like the Galapagos, are constantly threatened by marine plastics, which arrive with every tide and every current, we know that we must change as a society. But the change has to be real – ‘Wishcycling’ won’t make a difference to the 8 tonnes of plastic that arrives on Galapagos shores every year. Recycling is only a helpful part of the solution to reducing the stream of waste reaching our oceans if it is genuine. Fundamental innovation at the packaging design stage is what we need, with products like Rhyme & Reason showing that it is possible.”

Said Andy Donnellymarine scientist and conservation educator and expert advisor to Rhyme & Reason.

“Not only are Rhyme & Reason’s ingredients natural, but they also put hair and scalp health at the forefront of their formulations. We should treat our scalp with the same care we use to treat our skin. Rhyme & Reason ingredients are formulated to nourish the scalp and ensure it is in the best condition to grow beautiful, healthy hair.”

Said Angela Onuoha, Certified Trichologist and Rhyme & Reason Expert Advisor. Said Angela OnuohaCertified trichologist.

#NONEWPLASTIC rhymeandreasonhair.com

@rhymeandreason.haircare

Available in the US from Target RRP $8.99

Sources: *https://www.designingbuildings.co.uk/wiki/Wishcycling ** Independent Rhyme & Reason survey, survey of 500 participants in the UK and US conducted by Rnyme Reason March 2022 *** Survey of 2,000 adults conducted by We Do in June 2021****https://www.thefuturelaboratory.com/reports/2021/sustainability-futures *****Study conducted by Provenance with 23,000 Cult Beauty shoppers in 2019 and 2020

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SOURCE Rhyme & Reason