The L’Oréal Group is the largest, most profitable company in the entire cosmetics industry. Apparently they’re actually serious about sustainability.
Those two lines shouldn’t sound so strange together, but after scandals, greenwashing, and living in a culture of disposability and overconsumption, it’s not surprising that it does.
I find it fascinating that they have an entire website dedicated toward their sustainability program – including objectives for 2020 (which were first announced back in 2013), commitments in four categories (Innovating Sustainably, Producing Sustainably, Living Sustainably, and Developing Sustainably), and published progress reports. It’s evident that they have considered the sustainability framework of the triple bottom line when constructing these goals, as they not only work on reducing carbon dioxide emossions while increasing production, but also on “promoting access to employment and social inclusion”.
While it would be easy to be cynical and dismiss this as an attention ploy, trying to make customers feel better while promoting the consumption of their products, I think it’s extremely important to support them by learning more. After all, if we weren’t interested or convinced, what push would they really have to continue?
Looking into greater detail on their goals, I found that they are actually quite specific and measurable. Not only this, but they had a panel of international experts from a variety of different industries help in creating them. The fact that they made these goals publicly available through a press release and the fact that they are publishing progress reports, has shown that they are actually committed in some way.
Sure, the end goal could be for greater monetary gain and good press, and as they are a publicly traded company, I would be surprised if it wasn’t. However, maybe those intentions don’t matter that much – if such a large company can take these strides, there is the potential of a true shift in the norm of the cosmetics industry.
BronteGoldberger
April 9, 2017 — 4:26 pm
Loved this article! We are all so quick to judge giant companies for heir wrongdoings but as you so well pointed out, we are the consumers and have a responsibility to consume from them wisely. I had two questions for you: What kind of panellists did they have? Can you give an example of a specific goal?
What I wanted to point out is the problem of buying from companies such as L’Oreal over buying from smaller-scale producers that put sustainability more as their raison-d’etre than as a competitive advantage. It is laudable for L’Oreal to care but there are companies that care more. Supporting the little guy that does good deeds encompasses a consumer that believes in the triple bottom line. I always find it a tough call myself deciding what kind of shampoo to get, and from whom.