Cosmetics giant L’Oreal USA is doubling down on its commitment to certify that its product portfolio is environmentally and socially responsible.
The rewards for getting it right are enormous, as the U.S. skin care market is expected to reach $11 billion this year. The fastest growing products in this sector, driven by younger buyers, are natural and organic skin care products, according to Nutrition Business Journal.
While startups and boutique players often launch with natural product lines, entrenched industry leaders are keen to make consumers aware that a growing portfolio of their legacy skin care remedies are getting high ratings for material health, material reuse, renewable energy, water stewardship and social fairness.
At Sustainable Brands in Vancouver, L’Oreal USA touted its track record of success with the non-profit Cradle to Cradle Products Innovation Institute, the administrator of the Cradle to Cradle certification, and MBDC, a third-party assessor founded by William McDonough and Michael Braungart.
Along with prior certifications for the L’Oreal-owned Kiehl’s and Biolage lines, the company added five Garnier skincare products to carry the Cradle to Cradle certification.
The products are: Garnier SkinActive Deep Pore Facial Cleanser with Green Tea, Garnier SkinActive Refreshing Facial Cleanser with Aloe Juice, Garnier SkinActive Soothing Cleansing Milk with Rose Water, Garnier SkinActive Deep Pore Exfoliating Face Scrub with Green Tea, and Garnier SkinActive Refreshing Cream Cleanser with Aloe Juice.
“They’re the first mass-market skin care brand to launch a Cradle to Cradle certified product,” said Danielle Azoulay, head of CSR and sustainability for L'Oreal USA. “To launch with multiple products is also a unique achievement within the Cradle to Cradle world, so we’re really pleased about this achievement.”
3BL Media had the opportunity to discuss the growing importance of corporate responsibility in the personal care industry with Azoulay during Sustainable Brands. Watch the full interview here:
Dave Armon is the Chief Executive Officer of 3BL Media, which publishes CR Magazine, produces the 3BL Forum, ranks the 100 Best Corporate Citizens and runs 3BL Association. A former journalist, Dave spent 20 years in management at PR Newswire, where he was president and COO.