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Sustainability alone will not suffice for customers to alter their shopping practices and items should “deliver for the consumer, first and foremost,” according to Adrien Koskas, international brand name president at cosmetics label Garnier.
“We conduct a survey every year about how people are committed to sustainability,” Adrien Koskas informed CNBC’s “Marketing, Media, Money.”
“We actually interviewed 30,000 people in nine different countries and 83% of people want to be more sustainable every day, which is really a big number, but only 5% are actively sustainable day to day,” he included.
Garnier, which becomes part of the L’Oreal Group, was established in France in 1904 by Alfred Amour Garnier and is now among the world’s greatest appeal brand names. Koskas informed CNBC that the brand name comprehends that sustainability can be a frustrating subject for lots of people who do not understand where they can start to make a distinction.
“This is why we are partnering with National Geographic, for example, to create content to educate people, actually 250 million people, on how to become more sustainable every day. How to recycle your beauty products, how to use less water in a beauty routine, and we think it’s a great mission for us and really helps the consumers in this green quest,” Koskas stated.
The international brand name just recently introduced the “first ever mass market no rinse conditioner” which, it states, conserves 100 liters of water per tube compared to a conventional wash-out conditioner. It likewise states that the item’s product packaging includes 75% less plastic than conventional conditioners and is made in a carbon-neutral factory utilizing a water loop, to re-use any water required in its production.
Garnier has actually set sustainability targets, with some set for as early as 2025, however Koskas stays positive they can be fulfilled. “We are confirming those objectives today. We have very clear KPIs that we track every other month with my team, we regroup, we look at the conception, we have a recycled plastic because we want to have zero virgin plastic by 2025,” he stated.
Garnier is likewise eager to motivate others to join them on their sustainability objective through their “One Green Step” effort throughout its social networks.
For everybody who shares its “One Green Step” video, Garnier is devoting to recycle 5 bottles of plastic, and if individuals share their own “green steps” and how they are making a distinction themselves, the brand name will recycle 10 bottles of plastic.
Garnier hopes the “snowball effect” of sharing will motivate individuals to end up being more sustainable.
Asked how the brand name’s sustainability efforts have actually impacted its success, Koskas informed CNBC:
“You understand, we do not take a look at sustainability and revenue like that. For us, it’s what we need to do is the ideal thing to do and we do not count, you understand, just how much it costs. We take a look at what is the ideal thing to do, and how can we manage it.”
Garnier’s profits outcomes are reported as part of L’Oreal’s bigger customer items department, and an appearance back over the previous couple of years reveals a relatively constant operating revenue. As a portion of sales, the system saw earnings of 20% back in 2017, which increased to 20.4% in 2020 prior to being up to 20.2% in 2015.
Koskas states this is just the starting for the brand name’s sustainability aspirations.
“At Garnier we truly wish to end up being the most sustainable appeal brand name on the planet.
I believe we have actually begun well with the green appeal dedications we have, however it’s just the start. We’re really modest. We require to do more, we wish to do more,” he stated.
“I think Garnier can play a key role in the industry to really change what beauty is about and to make it a very sustainable category and push further out, you know, how much we can engage with our consumers on this topic all around the world.”
