Good Housekeeping Green Seal picks first products

good-housekeeping-green-logoWe feel a bit ambivalent about the whole Good Housekeeping Green Seal initiative, and there certainly has been a lot of heated discussion online here, and here, and here for instance, since the program was announced in the Spring. Many think that its just another package button that will simply add to the “green” confusion. My sense is that overall it will at least increase consumer awareness.

To be fair Good Housekeeping has a long list of criteria that the product must meet in order to even be considered for application. This starts with the traditional product functionality testing, but also requires no animal testing, no ozone depleting compounds, it must meet the California’s Regulation for Reducing Volatile Organic Compound Emissions, have a reasonably neutral PH balance,  and the list goes on and on from here.

For manufacturing processes, they review things like greenhouse gas emissions, waste reduction measures, water usage, the distribution system, energy efficiency, and lastly the general level of corporate responsibility.

aveeno-bath-treatment-lgAnd for packaging materials this includes, weight of packaging, sources of packaging materials, use of certified materials in packaging, use of recycled content in packaging, inclusion of genetically modified organisms in packaging materials, biodegradability of packaging, use of PVC in packaging, and recyclability of packaging. Not a bad start.

We were happy to see that Aveeno Soothing Bath Treatment was one of the first seven products to earn this new seal, as the recent press release announces.

And as those who follow our work already know, the Johnson & Johnson Aveeno line holds a special place in our heart and in our portfolio.


About Richard Shear

designer, husband, teacher, blogger, father, athlete, author, historian Richard has over 25 years of brand identity and package design experience, with a wide range of clients such as Ahold, Coca-Cola, Hasbro, IBM, Johnson & Johnson, Pernod Ricard and Procter & Gamble. He began his career working with the legendary advertising art director, and AIGA Medalist, George Lois and the British design manager Clive Chajet. In his next design management position at Lippincott & Margulies, he worked with Walter Margulies learning the complex skills of global corporate identity. He then became Creative Director and Partner at Peterson & Blyth, one of the premier brand identity and package design firms of the time. He is a founding faculty member of the Masters in Branding Program at New York’s School of Visual Arts. He publishes the blog The Package Unseen, and has been a guest lecturer at colleges including FIT, Trinity College and Tyler School of Art. He is a graduate of the Tyler School of Art at Temple University. Richard is a Board member of the AIGA MetroNorth Chapter, past President of AIGA‘s Brand Design Association, President of the Package Design Council and a member of its Board of Directors. He is a member of USA Cycling and US Rowing, a nationally ranked masters bicycle racer, and a member of The Saugatuck Rowing Club, the 2010 Masters Club National Champion.
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One Response to Good Housekeeping Green Seal picks first products

  1. Pingback: Our Top 10 List of Packaging Stories for 2009 « The Package Unseen

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