5W Public Relations has been named PR Agency of Record by Ethique, the world’s first zero plastic, zero waste personal care brand. 5WPR will support Ethique’s U.S. launch through a comprehensive public relations and social media program focused on bringing Ethique’s environmental mission and impact to life and encouraging consumers to decrease consumption of single-use plastic bottles.
Founded in New Zealand by biochemist and environmental change-maker Brianne West, Ethique is the only brand to deliver an entire range of products for face, hair and body in the form of solid concentrates, eliminating the need for plastic bottles and packaging.
“More than 80 billion plastic bottles end up in landfills each year from shampoo and conditioner alone,” said West. “I am passionate about the values Ethique stands for and the change we are creating in the world. Growing a business that has a positive, tangible effect on the environment will always be my priority.”
Ethique’s U.S. debut with Amazon has spurred rapid growth, with additional expansion planned for 2018. Top products include solid shampoo, conditioner, moisturizer, serums and even sunless tanner.
“5WPR is proud to shine a light on the incredible change Ethique is bringing to the beauty industry,” said Ronn Torossian, CEO of 5WPR. “Results for this brand serve a purpose greater than press itself – Together we can orchestrate change in consumer behavior and lessen our environmental impact. We look forward to being part of this evolution.”