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imageVogue International, the makers of OGX hair care products collaborated with WS Packaging Group, Inc. and Avery Dennison (NYSE:AVY) to reduce the environmental impacts of pressure-sensitive labels on packaging.

“Vogue International is committed to reducing our environmental impact and increasing transparency while maintaining our commitment to sustainable practices,” said Jamie Kontz, Marketing and Product Development Manager. “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.”

“Improvements in sustainability require collaboration across the value chain,” said 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.”

According to Vogue, using the Avery Dennison Greenprint TM 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, launched in 2010, is the first life-cycle based tool in thelabel industry and can help brands make environmental decisions about labels.

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

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. That’s the equivalent of saving 65 barrels of oil, the drinking water for 131 US citizens, the annual energy used in 15 US homes, taking 9 cars off the road for a year, and eliminating the annual waste of 5 US households, respectively.

“Collaborating across the supply chain drives value for brands,” said 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.”