Certifications Underscore L’Oréal’s Commitment to Innovating Sustainably
Both the brand’s Biolage R.A.W. (Real Authentic Wholesome) Nourish Shampoo and Conditioner have achieved Cradle to Cradle Certified Silver based on an evaluation of the products’ material health, material reutilisation, renewable energy and carbon management, water stewardship and social fairness. The proclaim was made in a presentation by Nour Tayara Assistant Vice President of L’Oréal USA at the Sustainable Brands conference in conjunction with the Cradle to Cradle Products Innovation Institute and MBDC. The impartial and independent certifications are the result of the drive for sustainable innovation and environmental stewardship across L’Oréal USA’s research and innovation, marketing and manufacturing divisions.
“Through L’Oréal’s commitment to innovation and sustainability, we have been able to create a product line that truly combines our commitments to high performance hair care and environmental stewardship,” said Jonathan Maher, Vice President of Corporate Social Responsibility & Sustainability for L’Oréal USA. “We are extremely proud of this Cradle to Cradle certification because it exemplifies how our Sharing Beauty With All sustainability programme encompasses every aspect of our product’s value chain, from formulation to packaging and production.”
“It is exciting to have L’Oréal supporting the momentum behind the Cradle to Cradle movement,” said William McDonough, globally recognised architect, leader in sustainable development and Co-Founder of MBDC. “Today we are seeing fragrances, personal care products, fashion and more consumer industries putting health for people and planet first by pursuing Cradle to Cradle Certified materials. We encourage other companies to follow L’Oréal’s lead in this journey toward a circular economy defined by quality and beauty.”
“A growing number of companies are relying on the Cradle to Cradle Certified Product Standard to verify the material health and positive impact of the products they create,” said Lewis Perkins, President of the Cradle to Cradle Products Innovation Institute. “Personal care is one of the most highly influential product sectors in the global economy. We are delighted to see highly recognisable brands like L’Oréal use their leadership to demonstrate the value of Cradle to Cradle Certified in innovating and making products with a positive future in mind.”
L’Oréal’s global Sharing Beauty With All sustainability programme includes a commitment that 100 percent of its products will have an environmental or social improvement by 2020. This certification demonstrates how L’Oréal’s focus on sustainability is driving its brands to innovate differently by prioritising sustainability in the product development process.
In order to achieve this certification, the Biolage team capitalised on L’Oréal’s in-depth knowledge of the environmental profile of its ingredients to develop the R.A.W. Professional haircare line, which focused on sustainable development from the design phase through formulation, product use and disposal. The unique formulation of Biolage R.A.W is the cornerstone of the brand’s larger ambition to transform its full value chain to become more sustainable, including partnering with salons and engaging consumers to reduce their environmental footprints.
L’Oréal is a Global winner of the 2016-2017 World Branding Awards in the Health & Beauty – Cosmetics category and Global winner of 2014-2015 World Branding Awards in Beauty – Personal Care category.