An unprecedented partnership between O Boticário and Google intends to strengthen the Brazilian circular economy, helping people find updated information about collection points for recyclable materials available nearby, according to Google Maps. The union of the companies was announced last week, during the Google for Brazil event.
In addition to the location of the collection points, the types of materials that can be delivered to each one will also be informed, opening hours and other information to facilitate the dynamics of disposal and recycling. In practice, the public will be able to discover where to deliver different materials they have at home, such as electronics, batteries, glass bottles, light bulbs, among others.
The initiative came about to meet the growing demand of the population that has sought to know about recycling the materials they use in their routine. Google data show that this is the second most searched topic within the topic ‘Sustainability in Brazil’, behind only terms related to climate change.
For Renata Gomide, VP Consumer of Grupo Boticário, this is one more step of the brand in the sense of raising awareness and helping consumers to exercise the circular economy, reinforcing Boticário’s performance, which now gains a relevant partner to expand and facilitate the meeting of who recycles with the collection points, and mainly, with Boti Recicla.
“Care for the environment and the search for solutions that minimize this impact are some of our main commitments and strategic business pillars. Our work is to aggregate, like a large company, in addition to raising awareness and providing tools for the population to be increasingly engaged with the topic”, he says.
The partnership provides for the inclusion of 3,500 new recycling points throughout the national territory, on Google Maps, in the next two months, including the locations available through Boti Recicla, the largest reverse logistics program in the cosmetics sector, with more than 4 thousand points all over the country. This, not counting the stores of Quem Disse, Berenice?, Eudora and tô.que.tô, Grupo Boticário brands that also receive these packages, added to a base collected by eCycle. The number should double over the next few months, and continue to grow over the two-year partnership between the companies, reaching 10,000 points.
When searching on Search or Google Maps for terms such as ‘ink cartridge recycling near me’ or ‘plastic bag recycling near me’, for example, Brazilians will be able to find collection locations for these items that are close to their location. By selecting the desired point, updated information will appear, such as the type of waste that can be delivered to the location, address, opening hours and telephone number, in addition to the possibility of saving the location to visit later and plot a route.
The project includes recycling points for electronics, batteries, glass bottles, light bulbs, among others. And among the points collected by eCycle, there are non-governmental organizations, recycling cooperatives, public buildings and stores, including those of O Boticário, which receive these materials to be directed to the correct destination for recycling.
“We hope that this partnership will allow more Brazilians to find places to recycle everyday items, generating a positive impact on the recycling chain in Brazil”, says Ivan Patriota, Head of Partnerships for Google Maps in Latin America.
For Lívia Sitta, analyst of insights from Google Brazil and leader of the project, the partnership with O Boticário shows the commitment of both companies to sustainability.
“There is a huge space to be occupied by Brazilian companies from the generation of positive impact on the environment and society. We are happy that O Boticário has embarked on this important initiative with us”, he completes.
Boti Recicla program
At Boticário, sustainability is part of the essence of the brand, especially with regard to Boti Recicla, the largest reverse logistics program in terms of the number of voluntary delivery points (PEV) in Brazil in the beauty market. There are more than 4,000 points spread across all states, in addition to the large direct sales network, which receive empty packaging of products from any brand in the cosmetics, fragrances and personal care segments.
Consumers deliver these materials to collection points, which they forward to the 14 approved partner cooperatives, responsible for sorting and correctly disposing of waste.
“We believe in a single path to responsible success: a sustainable and inclusive future, with the purpose of transforming the world and positively impacting people through beauty. We are aware of our role as a large company, sustainable practices are a non-negotiable premise that has been part of the company’s business model for over 46 years”, concludes Renata.
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