M.A.C Cosmetics global brand specializing in makeup rewards customers with a branded product in exchange for empty packaging.

Called “Back to M · A · C”, the action exchanges 6 original empty containers, glass or plastic, in one of the physical stores, for 1 new lipstick of the consumer’s choice.

The initiative exists in all countries where the brand is present. In Brazil, packaging is directed to a company that specializes in the management of non-tradable products and industrial waste and returns to the industrial chain in the form of cement. Thus the proper disposal of these packaging is done, reducing the environmental impact. In 2016, M.A.C raised more than 85,000 products for donation.

The valid packaging for exchange are made of glass or plastic, including Sized To Go and packaging of false eyelashes. There is a limit of 4 lipsticks per change that must be made exclusively in the physical stores of the brand.