What started with a newspaper ad featuring a woman in lingerie holding a chain saw has turned into a commitment on Wednesday.
COLUMBUS: What started with a newspaper ad featuring a woman in lingerie holding a chain saw has turned into a commitment on Wednesday from Victoria’s Secret’s parent company to reduce the amount of paper it uses in its millions of catalogs and take other steps toward preserving forests.
“The really nice thing about this is there's a lot of language in their policy around continuous improvement,” said Todd Paglia, executive director of ForestEthics, the environmental group that launched the "Victoria’s Dirty Secret" campaign against what it considered one of the worst offenders in the catalog industry about two years ago.
Limited Brands plans to partner with its paper supplier to stop using pulp from the boreal forest in the Rocky Mountain foothills in Alberta, Canada, and the temperate rainforest in British Columbia, Canada. It also promised to use 10 percent recycled or forest-friendly paper in its catalogs next year and spend $1 million on research and forest advocacy.
Limited Brands has agreed to have an accounting firm certify its progress toward its environmental goals, Paglia said. “That kind of transparency is a rare thing and it's a really important move forward,” he said.
In addition to the ads in The New York Times, ForestEthics’ campaign included hundreds of demonstrations and protests at Victoria’s Secret stores and events. The group said it wanted to make customers aware of the amount of paper the company used and where it came from.
Limited Brands, which mails more than 350 million catalogs a year, already has agreed to make changes in its clearance catalogs, which now use 80 per cent recycled content.
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