BLOWING IN THE WIND

Joico's Groundbreaking Green Initiative Embraces Renewable Energy

When it comes to a great hairstyle, the wind is a mortal enemy. Powerful gusts and gales cause carefully coiffed strands to scatter, leaving behind a mass of unkempt-looking strands.

But at Joico, the mightier the wind the better, because the company has embarked on a groundbreaking new wind energy project at its manufacturing plant in Geneva, NY. Construction is now underway on two, 1,650 kilowatt wind turbines which will ultimately provide 70-80% of the facility's energy requirements. Additional turbines scheduled to be erected once the first two are completed will take the plant completely off the grid. What's more, the hair care company has pledged to donate a portion of its surplus energy to other users in the Geneva community.

Why does wind power matter? As a green-minded beauty consumer, here are a few things you might like to know:

• Wind power is consistently renewable Wind never stops blowing, which means that unlike other sources of natural energy - coal, oil, etc. - it never runs out. It's always in plentiful supply!
• Wind power creates no harmful emissions Many people believe that global warming is caused by carbon emissions produced by burning oil. Those emissions also contribute to the more immediate problems of air pollution and smog.
• Wind power saves money Because the supply is unlimited and constantly replenished, costs are not based on supply and demand like oil. That helps manufacturers hold their own costs down, and transfer those savings to their customers.

According to Anthony Perdigao, Vice President of Plant Operations this is the largest renewable energy plan of any U.S. manufacturer...and it's just the beginning! The company has also pledged to offset 100% of its C02 emissions, via a broad variety of global initiatives including:

• Eco-smart packaging that is 100% free of virgin petro based polyethylene plastic. The new design features a plant-based, outer bio-resin that comprises 30% of each bottle and inner layers composed of post-consumer recycled plastic materials.
• A massive reforestation project in Georgia - the largest reforestation in America's history - which will ultimately plant more than 64,000 acres of new forest.
• A unique biogas conversion project in And Hyodaya, India, in which organic waste will be transformed into methane fuel for cooking, reducing C02 emissions by more than 20% and providing clean energy for more than 200,000 village residents.

Validated by the Chicago Climate Exchange, the combination of the wind turbine, reforestation and biogas conversion programs will eliminate more than 2.8 million tons of C02 emissions from the environment.

Bottom line? Green may not be among the most popular hues for haircolor. But when it comes to the planet, it's the most desirable color of all, and Joico is dedicated to making sure the planet remains green for generations to come.

Read more about Joico's Green Initiatives here