May 30th, 2024 - L'OREAL
Cosmetic giant L'Oreal announced in November it had found new and innovative ways to extract fragrances from nature. While L'Oreal is a multibillion-dollar company, it has claimed a commitment to reducing its impact on the planet in its production processes, which the company reaffirmed in a recent interview with CosmeticsDesign.
The company's recent fragrance innovation utilizes Green Sciences. Per the company's press release: "The patent-pending technology is a waterless, low-energy, slow extraction process that reveals the exact smell of an ingredient while preserving its integrity."
According to Clean Hub, around 30% of pollution in the cosmetic industry is from extracting raw materials, so this move to make the process cleaner has the potential to make a measurable difference. Choosing to buy cosmetics that have a smaller impact on the planet is just another way we can reduce our footprint.
The vast majority of the harm to our planet is done by massive multinational corporations, so it matters to see one making an effort and reflecting the fact that it recognizes its customers care about the issue.
As a consumer it is important to "vote with your dollar" and let brands know these changes are important to you. However, it is also important to be mindful of greenwashing when companies make bold claims. Greenwashing is a way for businesses to hide behind technicalities and make bold claims about their products and practices. For example, H&M claims items are a "Conscious Choice" when a very small percentage of the material used in a garment is actually natural.
While a lot of what the company has done so far is set goals it may or may not achieve, there is external evidence that L'Oreal is committed to making these changes to its brand. In 2019, the company was recognized by the United Nations as a company leading the business charge to help the planet reach climate goals, though time will tell how well the brand can follow through.
"As the world leader in fine fragrances, embracing sustainability throughout the whole fragrance value chain is not just a choice; it's our conviction," said Cyril Chapuy, president of L'Oréal Luxe, in a press release.
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