Wella Company’s Post

Sustainability is all about slow but steady progress, analyzing constantly and not loosing our eye from the goal, to be part of the transformation through innovation, responsable sourcing, lean manufacturing and circularity.

April is Earth Month, which means many brands and retailers will spend the next few weeks prioritizing the effective messaging of their environmentally-focused initiatives to consumers. But how can brands cut through the noise without accidentally exaggerating their impact? And which materials are actually better for the planet? Today's Glossy Confessions subject speaks candidly about how to form a more sustainable packaging strategy, what packaging claims brands should avoid this month and what the future of eco packaging looks like. https://lnkd.in/gpWeezTZ

[𝐒𝐢𝐦𝐩𝐥𝐲 𝐞𝐱𝐩𝐥𝐚𝐢𝐧𝐞𝐝] 𝐄𝐔’𝐬 𝐔𝐧𝐟𝐚𝐢𝐫 𝐂𝐨𝐦𝐦𝐞𝐫𝐜𝐢𝐚𝐥 𝐏𝐫𝐚𝐜𝐭𝐢𝐜𝐞𝐬 𝐃𝐢𝐫𝐞𝐜𝐭𝐢𝐯𝐞 (𝐔𝐂𝐏𝐃) 𝐚𝐧𝐝 𝐭𝐡𝐞 𝐆𝐫𝐞𝐞𝐧 𝐂𝐥𝐚𝐢𝐦𝐬 𝐃𝐢𝐫𝐞𝐜𝐭𝐢𝐯𝐞 𝐟𝐨𝐫 𝐟𝐚𝐬𝐡𝐢𝐨𝐧 𝐚𝐧𝐝 𝐭𝐞𝐱𝐭𝐢𝐥𝐞 𝐛𝐫𝐚𝐧𝐝𝐬💡 The UCPD, since 2005, combats deceptive marketing and fosters fair business conduct. It has already been used against major fashion retailers like H&M and Decathlon, highlighting the need for transparent environmental claims. Updated in December 2021 with sustainability guidelines, it's the EU's sole regulation for environmental claims. Soon, this will change. The Green Claims Directive, proposed in March 2023, aims to provide specific rules for environmental claims, requiring substantiation, communication guidance, and environmental labeling. 🌍 𝐇𝐨𝐰 𝐝𝐨𝐞𝐬 𝐭𝐡𝐞 𝐔𝐂𝐏𝐃 𝐢𝐦𝐩𝐚𝐜𝐭 𝐞𝐧𝐯𝐢𝐫𝐨𝐧𝐦𝐞𝐧𝐭𝐚𝐥 𝐜𝐥𝐚𝐢𝐦𝐬 𝐚𝐧𝐝 𝐥𝐚𝐛𝐞𝐥𝐢𝐧𝐠 𝐬𝐜𝐡𝐞𝐦𝐞𝐬? It advises that: 1️⃣ Claims should consider a product's entire lifecycle, including the supply chain. 2️⃣ Claims about a specific product should relate to that product, not the company's general sustainability practices. 3️⃣ Claims should be clear and unambiguous, addressing all key environmental impacts. 4️⃣ Comparative assessments must use the same method and criteria. 📢 𝐇𝐨𝐰 𝐰𝐢𝐥𝐥 𝐭𝐡𝐞 𝐆𝐫𝐞𝐞𝐧 𝐂𝐥𝐚𝐢𝐦𝐬 𝐃𝐢𝐫𝐞𝐜𝐭𝐢𝐯𝐞 𝐢𝐦𝐩𝐚𝐜𝐭 𝐞𝐧𝐯𝐢𝐫𝐨𝐧𝐦𝐞𝐧𝐭𝐚𝐥 𝐜𝐥𝐚𝐢𝐦𝐬 𝐚𝐧𝐝 𝐥𝐚𝐛𝐞𝐥𝐢𝐧𝐠 𝐩𝐫𝐚𝐜𝐭𝐢𝐜𝐞𝐬? The Green Claims Directive builds on the UCPD and applies specifically to voluntary business-to-consumer environmental claims. Key changes include: ✅ Specifying the scope of claims (whole product or part) ✅ Basing claims on valid scientific evidence ✅ Considering the entire product lifecycle ✅ Assessing all environmental impacts ✅ Ensuring positive achievements don't harm climate, resources, or biodiversity 𝐓𝐢𝐦𝐞𝐥𝐢𝐧𝐞 Expected to be voted on in June 2024, with a two-year adaptation period for EU member states. The directive applies to all businesses, except microenterprises with fewer than 10 employees and less than €2 million in turnover. Dive deeper into these directives and how they might affect your brand in our latest blog post: https://lnkd.in/eUxiGv5i

In recent years, the beauty industry has been at the forefront of global sustainability conversations, particularly regarding the use of microplastics in products and their packaging. Consumer advocacy has rapidly driven a shift, urging brands to adapt and ensure their products not only beautify but also leave a minimal carbon footprint. Root reveals key insights to help beauty brands meet new sustainable packaging regulations. Here's a sneak peek: 1.    Cost-Benefit Analysis: Understand the implications of Extended Producer Responsibility (EPR) and plastic taxes. 2.    Ambition Meets Action: Embrace sustainability in design without compromise. 3.    Material Matters: Prioritise practicality over just innovation. 4.    Clear & Honest Communication: Avoid greenwashing by being genuine about your brand's sustainable strides. 5.    Consumer-Centric Approach: Understand, empathise, and act on customer sustainability concerns. The beauty sector is uniquely positioned to lead the way in sustainability. If you want to know how to translate the complex regulatory landscape to drive action, click below. https://lnkd.in/dT9_3FQm #LuxuryPackaging #Packaging #Sustainability #CircularEconomy #PackagingEPR #Compliance #ExtendedProducerResponsibility #EPR #SustainablePackaging #PackagingStrategy #PackagingDesign #ReuseAndRefill #Reuse #Refill #SustainableBusiness #RootConsultancy #SustainabilityConsulting #DesignGuidelines #CompostableMaterials #PackagingRegulation #PackagingPolicy

As someone who loves cosmetics, but is also passionate about sustainability, I was unsurprised to read that recent studies have shown consumers are tired of greenwashing claims made by the beauty industry. In an industry where many are often “loyal” to specific brands, maintaining those trusted relationships is incredibly important. This article from Cosmetics Design Europe talks about a great way for beauty brands to be instantly recognisable as trustworthy for their commitment to sustainability – a sustainability accreditation. We have all seen how the B Corp and Leaping Bunny accreditations have changed industries slowly, and are an easy way for consumers to know the product they are buying matches their morals. This piece is a great read for anyone working in the industry - I love how it highlights that the best accreditations are those that require continual development and improvement in sustainable practices, not just a set threshold you have to meet once. #sustainability #pr #pragency #cosmetics https://lnkd.in/eGFztf9J

🌍💄Pleased to bring back this article spotlighting this enlightening piece addressing the rising trend among beauty brands towards reducing packaging waste. This topic will never be too old. 🔄🌱 This conscious shift reflects not just a commitment to environmental stewardship, but also a resonance with evolving consumer expectations. As companies embrace eco-friendly materials and minimalistic packaging, they're demonstrating how the beauty industry can gracefully merge sustainability and aesthetics.

Transparent and traceable sustainability claims has become one of the most important factors for fashion brands The European Commission reached a preliminary agreement last year 2023 on a set of regulations designed to clamp down on greenwashing and that any green claims made need to be independently verified and proven with scientific evidence . Meet Feico Van Der Veen that has a revolutionary solution transforming the supply chain transparency for the textile industry where full transparency is achieved without the need for third party certification bodies,  showcasing mass balance and empowering producers and brands with shared visibility across the supply chain ! Meet Semora Mangnoesing from EON as she talks about scaling circular textile systems with Digital ID technology   Also Pepe Costa from RETEXCYCLE who has a solution that makes it possible to map the cotton value chain in a transparent, complete way, from the moment the seed was planted until it becomes a garment in the store. All this and more discusses at the 3rd Biobased & Recycled Textiles happening in Rotterdam on the 18-19th of March https://lnkd.in/gJ8indBU Contact [email protected] or [email protected] for more information to register

https://lnkd.in/daU27mVP For those in positions of leadership in global sustainability, I'd like to know how we can collectively push the boundaries of our current packaging solutions to better meet our environmental commitments. Today, I read the attached article on TheCoolDown.com that underscores the challenges we face in our pursuit of sustainable packaging. This article highlights important discussions about how even well-intentioned efforts can face hurdles in fully achieving environmental goals. My patented innovation, US Pat No. 10829888, “Sachet For Packaging, Washing, and Drying Cosmetic Sponges,” offers an innovative solution that not only meets the needs of consumers but also addresses these challenges. Designed to promote both sustainability and hygiene, it utilizes an antimicrobial, reusable system that significantly reduces waste. To those leading the way in global sustainability, like Amanda Yates, what opportunities do you see for enhancing sustainability in packaging, and how might we collaborate to achieve these goals? I look forward to a productive discussion and am eager to explore how innovative partnerships can lead us toward more sustainable practices across the board. #scotchbrite #beautyspongesachet #sustainablepackaging #reusablepackaging #antimicrobialpackaging #beautypackaging

Far from intentional greenwashing, many beauty brands are taking genuine steps towards sustainability by offering eco-friendly packaging options to consumers. However, as highlighted in this Glossy article, assessing the true impact of packaging is a complex process that takes into account various factors such as the full product lifecycle, local recycling infrastructures, etc. Brands who wish to maximize their impact should be wary of falling for the latest packaging trend and rather make their own analysis. #sustainability #beautyindustry #packaging #recyclable #refill

We are so lucky to have such a passionate and knowledgeable Compliance & Sustainability Director at Trimco Group!   Camilla Mjelde is definitely quite the expert on global textile regulations. With tonnes of experience in compliance consulting, Camilla shares valuable insights on the pressing challenges of greenwashing, and how to avoid it during the "How Do We Talk about Next-Gen Materials Labeling, Nomenclature, and Marketing" panel discussion by Material Innovation Initiative   ➙ Collaboration and communication is key for brands to avoid greenwashing when working with (and marketing) Next-Gen materials   ➙ Correct textile labelling within EU and global regulations plays a key part in this   Also - I think we can all agree with James LaForce - care labels are not sexy (so let us take those off of your hands 😉)