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OCEAN TRASH TO

ECO-PLASTIC
On Sept. 15, 2011, Method unveiled its latest sustainable packaging o ering—a bottle utilizing plastic collected from the North Paci c Gyre, o en referred to as the Great Paci c Garbage Patch. e bottle is 100% postconsumer polyethylene, 25% of which is plastic collected from the Gyre. Partnering with Envision Plastics, a U.S. recycler, Method integrated new recycling processes to engineer Ocean PCR plastic that is, according to the company, the same quality as virgin HDPE plastic. According to Leslie Guevarra on GreenBiz.com, the Gyre is a swath of ocean covering 20 million square kilometers, and the amount of plastic awash in the ocean is estimated to be twice the size of Texas—with, in some areas, the ratio of plastic to plankton standing at 10 parts of plastic to 1 part of plankton. “By transforming the trash in our oceans into usable products that are safe for our children, our environment and our future, Method has proven that green business can grow our economy and create jobs,” saidU.S. Environmental Protection Agency administrator Lisa P. Jackson said at the press conference announcing the bottle. According to the launch statement, Method made its rst bottle entirely from postconsumer recycled plastic in 2006 and currently makes tens of millions of plastic bottles a year that are completely free from virgin plastic. Method, according to Guevarra, plans to take the bottle to market in early 2012 with a major retailer, whom Method isn’t naming for now.

WANT TO BE PERCEIVED

MAKEUP AND HOW WOMEN
A study from P&G Beauty & Grooming and Nancy Etco , PhD, assistant clinical professor at Harvard University and associate researcher at Massachusetts General Hospital Department of Psychiatry, con rms for the rst time that using color cosmetics does, in fact, signi cantly alter how women are perceived by others, even at very rst glance. Results of the study, published on Oct. 3, 2011, in PLoS ONE, show makeup application speci cally impacts judgments of attractiveness and character when viewed rapidly or for unlimited amounts of time. Researchers conducted two studies in which 100 photos of 25 women’s faces were judged without makeup and with three di erent applied makeup looks that included varying levels of luminous contrast (di erent levels of light to dark makeup shades). e looks were informally classi ed as “natural,” “professional” and “glamorous.” When viewed for 250 milliseconds, all three makeup looks increased ratings of attractiveness, competence, likability and trust compared to the ratings of the same faces without makeup. Further, participants in the second study, who had unlimited time to inspect the faces, gave both the natural and professional makeup looks increased ratings of attractiveness, competence, likability and trust. e glamorous look—which had the highest luminous contrast—was judged to be equally likeable, less trustworthy and signi cantly more attractive and competent than the faces without makeup. e reverse connotations associated with this look demonstrate makeup impacts both automatic, instinctual responses and conscious, deliberative judgments, causing people to make impressions based on the visual alterations caused by cosmetics and their conscious ideas about makeup users and looks. Sarah Vickery, PhD, principal scientist, research & development, color cosmetics, P&G Beauty & Grooming, commented on how she believes the data’s implications also suggest makeup can give women the power to determine which aspects of their personality they want communicated to others. “ is study examined the impact of relevant makeup looks that women in the Western world commonly wear, showing that makeup is a real-life tool in their arsenal to e ectively control the way they want to be—and are—perceived,” she said. “Makers of color cosmetics and other beauty products can take these ndings into consideration to further develop science-based solutions that empower women to display di erent aspects of their personalities and to really take charge of the way others see them.”

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GCI December 2011

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