Is Eco-Friendly Packaging Important To You?

After my friend Babyassface pointed out how wasteful Olay's packaging is – especially because it's practically impossible to recycle — she received a lame, canned response. She's encouraging people to write letters to Olay, explaining their preference for a more environmentally friendly packaging system. I definitely prefer to buy products with minimal (or better yet, no) packaging. What about you? How important is environmentally friendly packaging when you're shopping for beauty?