In the week in which World Environment Day is celebrated, the Brazilian top model Gisele Bündchen published a video on instagram, inviting the brand O Boticário, to reduce plastic consumption.

Engaged in causes linked to environmental preservation, UN ambassador for the Environment since 2009 and star of the O Boticario brand campaign for the premium makeup line Make B, Gisele challenges the brand to show what it has being doing to help reduce pollution from the indiscriminate consumption of plastic.

“I challenged O Boticario because I know that the brand is very concerned about sustainability and with its production chain,” says the model.

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In response to the challenge of the model André Farber, vice president of Boticário, made a video (https://www.instagram.com/p/BjqHNbtj-tX/) to show the efforts of the brand to contribute on reduction of the plastic use in the industry and in the stores. He mentions the “Boti Recicla” project in which consumers are encouraged to bring empty packaging to any of the chain’s 4,000 stores. From there, the packaging is destined to cooperatives, which will transform the material into luminaires for new stores, generating income for thousands of collectors throughout Brazil. He also points to another initiative: the substitution of plastic made from petroleum by green plastic, made from sugarcane (by Braskem) and which makes packaging lighter, uses less inputs and is biodegradable.

The #AcabeComAPouiçãoPlástica (#BeatPlasticPollution) challenge comes on the eve of World Environment Day on June 5 and is part of the UN Environment Program’s agenda to raise awareness of people and organizations in combating plastic pollution, considered one of the main current causes of damage to the environment and health. The agency estimates that half of the plastic used in the world is disposable (and preventable) and at least 13 million tonnes will end up in the oceans annually, injuring 600 marine species, of which 15% are threatened with extinction.