To generate meaningful performance improvements, environmental sustainability must be fully integrated into the entire product development process. When formulating new concepts, Oriflame strives to design innovative products that, where possible, use ingredients with a low environmental impact that are ethically sourced. For example, all Oriflame’s primary surfactants and preservatives have a good biodegradability profile and scientific reports on environmental issues are continuously monitored to ensure that action is taken to replace ingredients or packaging materials wherever possible.
With the launch of the Ecobeauty cosmetic range in late 2011, Oriflame became the first global cosmetics brand to offer products certified by four different independent organisations. The entire range is designed to be environmentally responsible – from the contents of the products to the 100-percent recyclable packaging. Fairtrade certification also ensures that specific ingredients are ethically produced.
The lessons learnt from developing Ecobeauty will be used in other Oriflame products going forward. Oriflame views Ecobeauty as an innovation “laboratory” or a symbol of the company’s wider commitments to implementing more sustainable business practices.