En 2020, Herbal Essences développe la transparence de ses ingrédients et une initiative de recyclage de ses contenants avec une nouvelle gamme de soins capillaires. La marque se soucie aussi de l'environnement. Cette année, elle proposera à nouveau trois flacons en édition limitée réalisés en partenariat avec le géant de la gestion des déchets TerraCycle. Ces nouveaux contenants comprennent 25% de déchets plastiques récupérés dans les océans et les rivières. En revanche, la vente de ces nouveaux contenants semble réservée au marché nord-américain.

The beauty industry is embracing innovative solutions for tackling waste–and winning more customer loyalty in the process.   There’s no doubt that the beauty industry does a lot of good, from enhancing personal hygiene and contributing to self-esteem, to giving back through charitable causes. There is also no way to ignore the environmental impact packaging from such a massive business has on the Earth. With plastic taking some 400 years to degrade and filling what’s believed to be more than 70 percent of landfills, the prediction that there’ll be more plastic in the ocean than fish by the year 2050 seems devastatingly plausible.   According to TerraCycle, a company that helps brands and individuals recycle and upcycle to reduce the level of unnecessary landfill waste, the global cosmetics industry produces 120 billion units of packaging annually, contributing to the loss of 18 million acres of forest each year.   Motivating consumers to recycle personal care items has challenges. For one, it takes extra effort since these products are often housed in bathrooms, away from the standard kitchen recycle bin. TerraCycle reports that 50 percent of people don’t recycle bathroom waste including shampoo and shower gel bottles because they feel it is inconvenient. That said, the industry has taken responsibility in the past and made an impact. “While statistics are dire, the beauty industry has had success stories with the banning of plastic microbeads in the U.S., U.K. and Canada but has plenty of room for improvement to become environmentally friendly,” says Alex Payne, a spokesperson for TerraCycle.   While swapping plastic for eco-friendly packaging may increase manufacturing costs initially, the increase can likely be offset with potential government subsidies and more customers who prefer sustainable packaging. In fact, the decision to "go green" in formulation, manufacturing practices and packaging could pay off big. Fifty-five percent of people polled in a recent report by J. Walter Thompson Intelligence titled The New Sustainability: Regeneration stated they are more likely to buy beauty products if the company claims to be sustainable. Interestingly, the same report found that 77 percent of people think products with a negative environmental impact should cost more.   Recycling and Reusing   A handful of beauty brands including Burt’s Bees, Eos Products, LimeLife by Alcone and L’Occitane have teamed up with TerraCycle to offer consum- ers easy and free options for recycling. Customers can access a prepaid shipping label from TerraCycle’s website, fill any box with the brand’s cleaned waste and ship it out to be remolded into new products. Herbal Essences, Josie Maran, Garnier, Tom’s of Maine and Weleda are also part of TerraCycle’s free recycling solution. For a fee, TerraCycle offers an option for other cosmetic brands in the form of their zero-waste box. Empty eye shadow palettes, lipstick tubes, makeup brushes and deodorant sticks can be shipped to the company, and thus saved from the landfill.   Just this year, TerraCycle launched an intiative called Loop to introduce a new circular shopping system in Paris and select states within the U.S. designed to eliminate plastic packaging. “The world is in a waste crisis and we can’t recycle our way out of it. We must attack the issue at the root cause, which is single-use packaging,” explains Eric Rosen, spokesperson for Loop. The concept of Loop is like a modern-day milkman delivery system, rebooted with loads of items from personal care to household. Consumers go online and choose the products they’d like to order, which arrive in durable, reusable containers inside Loop’s exclusively designed reusable tote. “Consumers will no longer own the packaging, only the product,” Rosen explains. Beauty brands with products available from Loop include Soapply, Herbal Essences, The Body Shop, Love Beauty and Planet, Ren Clean Skincare and Pantene.   After use, consumers schedule a pickup time and send Loop’s containers to be cleaned, sanitized and reused again and again, removing plastic and shipping cardboard from the equation completely. Loop is currently available in select states and planning on expanding to new cities in 2020. Loop is made possible with the help of partner retailers like Walgreens and Kroger in each market launched. There is no membership or subscription fee; the only cost a consumer incurs is for the product and a refundable deposit for containers, tote and shipping. Brands big and small are stepping up and making commitments to change. Both Unilever and L’Oreìal have promised by the year 2025 to convert plastic packaging to reusable, recyclable or compostable. Esteìe Lauder Companies are on board too, aiming to have 75 to 100 percent of packaging recyclable, reusable or refillable by 2025 and increasing postconsumer recycled material in packaging by up to 50 percent.   Procter & Gamble (P&G) plans to offer 100 percent recyclable packaging by 2030 and has partnered with Loop to offer refillable options. Just this year, P&G’s brand Pantene launched an aluminum bottle for shampoo and conditioner through the service.   Green Materials and Rethinking Plastic   Alternative material options are gaining popularity in the beauty packaging world as brands shift into a “greener” mindset. Bamboo, for example, is biodegradable, compostable and one of the fastest-growing plants in the world. Cosmetic companies like Antonym are using bamboo for eyeshadow and blush palettes and as the base for makeup brushes. Reusable and refillable, glass is an ideal alternative for companies looking to stay clean and minimal, such as RMS Beauty. Like glass, metal is another smart option. Kjaer Weis uses quality metal in makeup palettes meant to be kept and reused as part of the company’s refill system. Already recycled solutions such as paperboard made from recycled paper pulp and recycled plastic are widely used alternatives. Garnier Fructis has adapted this practice for its shampoo and conditioner bottles, with 50 percent of the material coming from postconsumer recycled plastic.   Since plastic isn’t going away overnight, savvy solutions for repurposing are key. The Body Shop recently launched Community Trade recycled plastic from Bengaluru, India, an initiative in partnership with Plastics for Change: “We don’t think plastic–as a material–is bad. In fact, it’s one of the most versatile materials ever made and, if used responsibly, can be sustainable. The problem is when we don’t value plastic and see it as trash, rather than something we can recycle and reuse,” says Lee Mann, global community trade manager for The Body Shop.   With this initiative, The Body Shop also recognizes the human side of the plastic story. The program helps to empower the marginalized waste pickers in Bengaluru, who can receive a fair price for their work, predictable income and access to better working conditions. By the end of the year, The Body Shop will have purchased 250 tons of Community Trade recycled plastic to use in the brand’s 250 milliliter haircare bottles, with plans to scale up purchasing to 900 tons within three years. The bottles created contain 100 percent recycled plastic (excluding the bottle caps) with 15 percent derived from Community Trade recycled plastic. “Brands are starting to be more sustainable and aware of their plastic use. We absolutely want to encourage other brands to start using recycled plastic picked by waste pickers,” Mann says.   It appears that all generations, not just millennials and Generation Z, are taking a stand on sustainability. According to J. Walter Thompson Intelligence’s recent sustainability study, 90 percent of adult consumers think companies and brands have a responsibility to take care of the planet and its people. The same report concluded 91 percent of adults think companies and brands that pollute the environment should be fined.   We have officially entered the age of “less is more.” Retailers must factor sustainability into the brands they work with–and they may even want to go a step further and green their own business. Manufacturers and retailers alike will win by delivering big on product, but light on packaging.

Recently, there has been a notable shift in consumer mindset from “What’s better for me?” to “What’s better for us?”   Today’s “mindful mindset” represents consumers’ focus on the bigger, broader picture and what’s best not only for a person, but also for their family, the community and the world. Customization and personalization still matter and appeal to consumers, but there is a growing and increasingly ingrained sense of responsibility when purchasing products, especially in regard to sourcing, sustainability, social accountability, health and wellness.  

The mindful mindset: From ‘me’ to ‘we’

  Consumers are increasingly holding businesses to new standards, expecting companies to look beyond what’s merely good for the bottom line and consider what’s good for employees, customers, communities and future generations.   This shift started with millennials and has become an industry priority—especially among the emerging Gen Z demographic. Gen Z, composed of people born between the mid-1990s and the early 2000s, is increasingly concerned with how businesses are run and how they incorporate the idea of mindfulness. A recent report from McKinsey noted that Gen Z consumers are “mostly well educated about brands and the realities behind them, […] and try to learn the origins of anything they buy.”   This “good for we” philosophy is gaining momentum with Gen Z around issues such as zero-waste initiatives, climate-positive efforts and fair labor practices. And these trends aren’t specific to Gen Z.   Such examples of mindfulness play out across the attitudes and behaviors among various age groups. In that same report, McKinsey found that 70% of respondents across generations “try to purchase products from companies they consider ethical.” And Technomic’s 2019 Value and Pricing Consumer Trend Report indicated that the definition of what constitutes value is also changing to include more aspects of quality and service.

The product development and merchandising approach: From ‘yours’ to ‘ours’

  Those who make and sell products to consumers are thinking collectively, too, aligning with their customers and partners. Accordingly, product development and merchandising processes are increasingly collaborative with different and transformative partnerships between consumer packaged goods (CPG) manufacturers and retailers. The connections between individual, consumer, purveyor and retailer are stronger today than even just a few years ago.   As a result, production processes around sourcing, product development, packaging, transportation, merchandising, storage and waste are being reevaluated to determine if these areas are meeting more collective standards.   A shifting mindset and a more comprehensive approach to products and processes are reflected in the strategy of one global company with a history of innovation in the CPG industry: Procter & Gamble (P&G). P&G describes this as being “a force for good and a force for growth.” While sustainability has been a priority for decades at P&G, the concept of doing what’s right has expanded in definition and implementation in recent years.   “Now more than ever, consumers expect brands to take action in solving some of the most complex challenges facing our world today,” said Virginie Helias, chief sustainability officer for P&G. “At P&G, we have a responsibility to be a force for good and a force for growth. We work hard to enable and inspire a positive impact on society and the environment.  We do this by innovating across products and packaging, making responsible consumption irresistible and mainstream for the 5 billion consumers we serve each day.”  

Making the connection: The eco-footprint within the retail footprint

  Consumers want to do the right thing. They want interconnectedness and positive change, but they also seek more information about the products they use, eat and drink.   Retailers can help make this connection at the store level by educating shoppers and employees about sustainable products and usage, and offering information about the mutual commitment to doing the right thing for consumers, the world and the future. This can be done in a number of ways, including educational point-of-sale signage via social media or other forms of digital communication, sampling or tastings, or retailer educational classes that are focused on improving health, wellness and lifestyle. Store team members should be educated about the sustainability of products in the store in order to serve as on-site ambassadors for the retailer and its offerings.  

Examples of actions taken

  P&G has taken several “we”-minded actions with its partners as it works toward sustainability goals around climate, water and waste. After the company achieved its many of its 2020 environmental sustainability goals, it announced “Ambition 2030,” which also added new targets to align with consumer values as they relate to sustainability and social responsibilities. For example, P&G reached its goal of reducing greenhouse gas emissions from its facilities by 30% before 2020 and has since increased that goal to reducing emissions by 50% before 2030.   Looking forward, the company is transitioning to 100% recyclable or reusable packaging as part of its 2030 initiative, keeping with consumers’ burgeoning interest in more sustainable packaging solutions. Already, many P&G brands, including Pantene, Tide, Cascade and Crest™, have developed new durable and refillable packaging. Earlier this year, the company’s Herbal Essences brand, in partnership with TerraCycle, created recyclable shampoo and conditioner bottles made of 25% recycled beach plastic. P&G scientists and engineers are also testing new capabilities such as circular solutions for electric rechargeable and manual toothbrushes, as well as the recycling of used hygienic products.   Transformative partnerships are integral to these kinds of improvements. Earlier this year, P&G teamed up with Loop, a circular e-commerce platform developed by TerraCycle, which allows packaging to be collected, cleaned, refilled and reused. Loop collects used products from consumers’ doorsteps for reuse or further recycling. Eleven of the company’s brands will take part in the Loop platform, including Pantene, Tide, Cascade and Oral-B, among others.   The value of these kinds of partnerships is pivotal in providing consumers not only with products that meet their evolving values, but also with information to help them make decisions at the point of sale that align with their more mindful priorities. In parallel, P&G’s retail partners bring the “we” to life by underscoring the mutual commitment to doing the right thing for their consumers.  

Beauty brand Burt's Bees has teamed up with National Geographic on an initiative to draw attention to the issue of climate change. The US beauty label and the media giant have announced a social media blackout dubbed #NatureBlackout, timed to coincide with the UN Climate Summit. Following the blackout, the brand will appeal to its followers to make a #ChangeforNature pledge on September 26, with each new habit triggering a $10 donation to the National Geographic Society to focus on the reduction of plastic waste in the ocean. "As a brand founded to connect people to nature, we must protect it," said Paula Alexander, Director of Sustainable Business and Innovation at Burt's Bees, in a statement.   "National Geographic is committed to generating solutions for a healthier and more sustainable future," added Valerie Craig, Vice President of Impact Initiatives at the National Geographic Society. "To date, we've awarded more than 14,000 grants for bold, innovative and transformative projects. One of our current priorities is researching solutions to prevent plastic waste from entering the ocean. We're thrilled that for each #ChangeforNature pledge, Burt's Bees will donate $10 to support our efforts to reduce individual plastic consumption and the flow of plastics into watersheds." The beauty industry has seen a wave of sustainable initiatives recently. Earlier this year, Procter & Gamble-owned hair care brand Herbal Essences joined forces with waste management giant TerraCycle to launch a series of bottles comprising 25% beach plastic, while REN Clean Skincare has pledged to become completely "zero waste" by the year 2021. The personal care conglomerate Unilever recently unveiled a three-part plan to target plastic use in the US, including a pledge for 50% of its plastic packaging to be made from post-consumer recycled (PCR) content by the end of 2019, and Lush Cosmetics marked World Oceans Day this year with a limited-edition ‘Shark Fin Soap' that saw 100% of its sales proceeds directed to the Rob Stewart Sharkwater Foundation, which fights for the protection of the underwater predators.

Beauty brand Burt's Bees has teamed up with National Geographic on an initiative to draw attention to the issue of climate change.       The US beauty label and the media giant have announced a social media blackout dubbed #NatureBlackout, timed to coincide with the UN Climate Summit. Following the blackout, the brand will appeal to its followers to make a #ChangeforNature pledge on September 26, with each new habit triggering a $10 donation to the National Geographic Society to focus on the reduction of plastic waste in the ocean. "As a brand founded to connect people to nature, we must protect it," said Paula Alexander, Director of Sustainable Business and Innovation at Burt's Bees, in a statement. "National Geographic is committed to generating solutions for a healthier and more sustainable future," added Valerie Craig, Vice President of Impact Initiatives at the National Geographic Society. "To date, we've awarded more than 14,000 grants for bold, innovative and transformative projects. One of our current priorities is researching solutions to prevent plastic waste from entering the ocean. We're thrilled that for each #ChangeforNature pledge, Burt's Bees will donate $10 to support our efforts to reduce individual plastic consumption and the flow of plastics into watersheds." The beauty industry has seen a wave of sustainable initiatives recently. Earlier this year, Procter & Gamble-owned hair care brand Herbal Essences joined forces with waste management giant TerraCycle to launch a series of bottles comprising 25% beach plastic, while REN Clean Skincare has pledged to become completely "zero waste" by the year 2021. The personal care conglomerate Unilever recently unveiled a three-part plan to target plastic use in the US, including a pledge for 50% of its plastic packaging to be made from post-consumer recycled (PCR) content by the end of 2019, and Lush Cosmetics marked World Oceans Day this year with a limited-edition ‘Shark Fin Soap' that saw 100% of its sales proceeds directed to the Rob Stewart Sharkwater Foundation, which fights for the protection of the underwater predators.

Beauty brand Burt's Bees has teamed up with National Geographic on an initiative to draw attention to the issue of climate change.       The US beauty label and the media giant have announced a social media blackout dubbed #NatureBlackout, timed to coincide with the UN Climate Summit. Following the blackout, the brand will appeal to its followers to make a #ChangeforNature pledge on September 26, with each new habit triggering a $10 donation to the National Geographic Society to focus on the reduction of plastic waste in the ocean. "As a brand founded to connect people to nature, we must protect it," said Paula Alexander, Director of Sustainable Business and Innovation at Burt's Bees, in a statement. "National Geographic is committed to generating solutions for a healthier and more sustainable future," added Valerie Craig, Vice President of Impact Initiatives at the National Geographic Society. "To date, we've awarded more than 14,000 grants for bold, innovative and transformative projects. One of our current priorities is researching solutions to prevent plastic waste from entering the ocean. We're thrilled that for each #ChangeforNature pledge, Burt's Bees will donate $10 to support our efforts to reduce individual plastic consumption and the flow of plastics into watersheds." The beauty industry has seen a wave of sustainable initiatives recently. Earlier this year, Procter & Gamble-owned hair care brand Herbal Essences joined forces with waste management giant TerraCycle to launch a series of bottles comprising 25% beach plastic, while REN Clean Skincare has pledged to become completely "zero waste" by the year 2021. The personal care conglomerate Unilever recently unveiled a three-part plan to target plastic use in the US, including a pledge for 50% of its plastic packaging to be made from post-consumer recycled (PCR) content by the end of 2019, and Lush Cosmetics marked World Oceans Day this year with a limited-edition ‘Shark Fin Soap' that saw 100% of its sales proceeds directed to the Rob Stewart Sharkwater Foundation, which fights for the protection of the underwater predators.

Beauty brand Burt's Bees has teamed up with National Geographic on an initiative to draw attention to the issue of climate change.       The US beauty label and the media giant have announced a social media blackout dubbed #NatureBlackout, timed to coincide with the UN Climate Summit. Following the blackout, the brand will appeal to its followers to make a #ChangeforNature pledge on September 26, with each new habit triggering a $10 donation to the National Geographic Society to focus on the reduction of plastic waste in the ocean. "As a brand founded to connect people to nature, we must protect it," said Paula Alexander, Director of Sustainable Business and Innovation at Burt's Bees, in a statement. "National Geographic is committed to generating solutions for a healthier and more sustainable future," added Valerie Craig, Vice President of Impact Initiatives at the National Geographic Society. "To date, we've awarded more than 14,000 grants for bold, innovative and transformative projects. One of our current priorities is researching solutions to prevent plastic waste from entering the ocean. We're thrilled that for each #ChangeforNature pledge, Burt's Bees will donate $10 to support our efforts to reduce individual plastic consumption and the flow of plastics into watersheds." The beauty industry has seen a wave of sustainable initiatives recently. Earlier this year, Procter & Gamble-owned hair care brand Herbal Essences joined forces with waste management giant TerraCycle to launch a series of bottles comprising 25% beach plastic, while REN Clean Skincare has pledged to become completely "zero waste" by the year 2021. The personal care conglomerate Unilever recently unveiled a three-part plan to target plastic use in the US, including a pledge for 50% of its plastic packaging to be made from post-consumer recycled (PCR) content by the end of 2019, and Lush Cosmetics marked World Oceans Day this year with a limited-edition ‘Shark Fin Soap' that saw 100% of its sales proceeds directed to the Rob Stewart Sharkwater Foundation, which fights for the protection of the underwater predators.

The Procter & Gamble-owned personal care brand has joined forces with the waste management company TerraCycle on an initiative that will see all of its brands of disposable razors and replaceable-blade cartridge units made recyclable across Canada. The concept also extends to plastic packaging used for its razor products. Consumers will be able to recycle their razors via the Gillette Razor Recycling Program, which allows them to download a shipping label and send their goods off to TerraCycle. Gillette is also offering businesses, gyms, colleges, cities and community organizations across the country the chance to become drop-off points: participating groups will be sent a special recycling bin that is returned to TerraCycle via UPS once full, and replaced with a new one. "We are very excited about our partnership with TerraCycle to offer recycling for Gillette, Venus or any razor brand across Canada," said Gillette Canada Leader Jennifer Seiler in a statement. "This is an important first step towards sustainable solutions for shaving products and the start of an exciting journey with Gillette and TerraCycle." TerraCycle has been working with multiple major beauty companies over the past few years to provide waste solutions for plastic packaging. Earlier this year, it partnered with Procter & Gamble-owned brand Herbal Essences to launch a series of bottles comprising 25% beach plastic, in addition to teaming up with the British label REN Clean Skincare on a new bottle containing 20% plastic recovered from oceans, beaches, rivers and lakes. It has also been working alongside the L'Oréal USA-owned brand Garnier since 2011 to raise awareness of the importance of responsible recycling.  

Gillette, in partnership with international recycling leader TerraCycle Canada, has announced for the first-time, that all brands of disposable razors, replaceable-blade cartridge units and razor plastic packaging are recyclable on a national scale.   Through the innovative disposable razor recycling partnership with Gillette in Canada, consumers are invited to recycle their razors in two ways:   • Gillette Razor Recycling Program - Participants wishing to recycle their razors from home are invited to sign up on the program page https://www.terracycle.com/en-.... When ready to ship their waste, they can simply download a free TerraCycle shipping label, package the razors in a secure, puncture proof package and send it to TerraCycle for recycling.   • Gillette Razor Local Recycling Solutions - Businesses, gyms, colleges, cities and community organizations are invited to become public drop-off points for the Gillette Razor Recycling Program. Participants interested in becoming a drop-off point are invited to sign up on the program page. After acceptance to the program, they will be sent an exclusive razor recycling bin developed by TerraCycle and Gillette. Once full, they can simply seal and return the bin to TerraCycle via UPS and a new one will be sent back to them. The address listed in the account will be posted on the publicly available map of local recycling solutions on the Gillette Razor Recycling Program page. "Through this innovative, first of its kind program, disposable razors, replaceable-blade cartridge units and their associated packaging are now nationally recyclable through the Gillette Recycling Program," said TerraCycle CEO and founder Tom Szaky. "We are proud to partner with this forward-thinking company to offer consumers a way to divert razor waste from landfills." "We are very excited about our partnership with TerraCycle to offer recycling for Gillette, Venus or any razor brand across Canada. This is an important first step towards sustainable solutions for shaving products and the start of an exciting journey with Gillette and TerraCycle." said Gillette Canada Leader, Jennifer Seiler. For every shipment of waste sent to TerraCycle through the Gillette Razor Recycling Program or the Gillette Razor Local Recycling Solution, collectors earn points that can be used for charity gifts or converted to cash and donated to the non-profit, school or charitable organization of their choice. The collected packaging will be recycled into a variety of new consumer products such as park benches, bike racks, pet food bowls and recycling bins.   Other recently established packaging and consumer product recycling partnerships by TerraCycle's US-based operation, out of Trenton, New Jersey, include: pouches produced by MARTINI & ROSSI, the Italian sparkling wine and vermouth brand; Paula's Choice skincare product packaging waste; L.O.L. Surprise! toy products; and P&G Herbal Essences hair care products.