Garnier announced the launch of a new signature tagline—By Garnier, Naturally—to serve as a stamp of the brand's commitment to sustainability. With this launch, Garnier said it pledges to continue to introduce measures to reduce plastic usage by committing to 100 percent post-consumer recycled (PCR) waste for shampoo, conditioner and leave-in conditioner bottles in its bestselling hair care collection, Fructis Sleek & Shine, by the end of 2019. Presently, Garnier said its Fructis hair care products are produced in a zero waste facility, and the current packaging contains 50 percent post-consumer recycled waste. In addition, the Garnier Fructis Sleek & Shine formula uses sustainably sourced Argan Oil from Southwest Morocco.

To herald the brand's news, Garnier is launching an education-based mobile Greenhouse Tour in select retail locations across the U.S. this spring. Inclusive of sampling, coupons, live product and recycling demonstrations and interactive ingredient experiences, guests to the Greenhouse Tour will experience the world of By Garnier, Naturally. The tour launched on March 17 in South Beach, Miami, Florida, and will end on Earth Day, April 22, at 10 Hudson Yards in New York City. In total, the Greenhouse will visit 22 locations at six retailers.

"Garnier's mission is to develop beauty products that are both good for you and good for the planet," said Anncy Rowe, senior vice president of marketing for Garnier, in a statement. "The announcement of our new signature, 100 percent PCR initiative for Fructis Sleek & Shine and the Greenhouse Tour serves as a commitment to our customers that we continue to aspire to bring the highest quality, most efficacious naturally inspired formulas in the most sustainable quality packaging to the masses at a price point that's attainable."

With the insight that nearly half of Americans do not recycle their beauty and personal care products, accounting for one-third of all landfill waste, Garnier has been working with TerraCycle since 2011 to educate people on how to recycle responsibly. Since the partnership’s inception, the brand has diverted more than 11.7 million empties from landfills, providing a solution to personal care and beauty packaging waste with its free recycling program for hair care, skin care and cosmetic product empties. These empties have been upcycled into materials such as raised garden beds, benches and picnic tables to build 13 parks, gardens and community spaces nationwide.

To kick off its Greenhouse Tour, Garnier built a garden at the University of Miami on March 17 and will help beautify a garden in New York City in recognition of Earth Day on April 22. The Greenhouse Tour is another opportunity to encourage reducing personal waste, as guests are invited to bring their beauty empties to the designated TerraCycle bin at the Garnier Greenhouse for recycling.