A secondary promotion, launching at the same time as Uruku, highlighted Aveda's commitment to the environment through the purchase of Litres. Domestically, this litre promotion rewarded those guests who purchased any two litres with a free 1 year subscription of ReadyMade Magazine. Created collateral for the international market illustrating the amount of plastic saved by purchasing 1litre(1000ml), as opposed to it's equivalent amount, 4-250ml bottles.