5W Public Relations (5WPR), one of the 15 largest independently owned PR firms in the U.S., 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. Ethique's dedication to sustainable beauty practices has prevented the manufacture and disposal of more than 350,000 plastic containers worldwide and started a consumer movement to #giveupthebottle.
"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."
About Ethique:
Ethique (pronounced Eh-TEAK) is the French word for ethical and is the first beauty brand in the world to develop an entirely solid product range. The concentrated face, hair and body products last two to five times longer than their traditional bottled counterparts, and dissolve completely – Even the sleeves they arrive in are 100% dissolvable and compostable, creating zero consumer waste.
About 5W Public Relations: 5W Public Relations is a full-service PR agency in NYC known for cutting-edge programs that engage with businesses, issues and ideas. With more than 150 professionals serving clients in B2C (Beauty & Fashion, Consumer Brands, Entertainment, Food & Beverage, Health & Wellness, Travel & Hospitality, Technology, Nonprofit), B2B (Corporate Communications and Reputation Management), Public Affairs, Crisis Communications and digital strategy, 5W brings leading businesses a resourceful, bold and results-driven approach to communication.
