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French mark Garnier, a member of the L’oreal group, is launching a transformative initiative to reduce the global impact of their activities on the environment. “Kommersant Style” conversation with Eleanor Okumus, brand Director Garnier brand in Russia and found out the details of the coming changes.— Tell us about the changes that await Garnier in the near future?— Our project Green Beauty was the first step to global change of all of the L’oreal group, which was officially announced last week. Green Beauty is a comprehensive strategy for sustainable development, it is based on five areas: eco-friendly approach to packaging and formulas, eco-friendly enterprise, responsible and ethical procurement of ingredients and “Green planet”. This will improve our efficiency and to openly share our accomplishments. In the framework of Garnier pledges by 2025 to use only recycled (secondary) plastics in food packaging, reducing the use of 37 000 tonnes of virgin plastic each year, to make all industrial enterprises carbon neutral, to empower communities 800 (*producing the ingredients for the company.— “Y-Style”) in the framework of joint procurement, and by 2022 all renewable ingredients are obtained from renewable sources.— How to change the company’s strategy in the Russian market in the new environment and whether?— Green Beauty is a global initiative, it equally applies to all countries, including Russia. We have the country run the gamut on skin care and hair 96-98% natural ingredients and packaging, made of 50% recycled plastic. A striking example is the new range of Fructis Superfood or gamma hyaluronic aloe. We will continue with the series launches of “sustainable” products. The Russian plant, which manufactures our products, is a plant with a closed cycle of water supply, where 95% of industrial water used for cleaning and cooling, is purified, recycled and re-used directly in the production of water. By 2025, the Russian factory, like all other productions of the brand, will be carbon neutral.Photo: Garnier— What are the goals and objectives you set for yourself and your employees?— The objective of the brand Garnier has formulated Adrien Koskas, global President of Garnier: “the Green Beauty Initiative will revolutionize the approach to business. We promise to reduce the impact on the ecology of the planet and create innovative solutions for sustainable development in the future. It will take time, but the initiative Green Beauty converts Garnier, and I hope the whole beauty industry as a whole.” Russia is one of the leading countries for the brand and our contribution to the initiative will be important. For this team transformirovalsya, we began to change�� with education team in the field of sustainable development has attracted eco-consultants who provided training to marketing team, commercial team. This has huge implications for understanding and building processes, communication with our consumer. One of the promises of the brand is the plastic pollution. In 2019, the Garnier team took part in collecting plastic on a wild beach Vityazevo in Anapa on the world day of coastal cleanup on September 21. We will continue to develop through team workshops with experts in the field of environment, educational initiatives for our partners, consumers and the involvement of opinion leaders, partners and consumers to share, to collect plastic and other eco-events. — Whether focus groups, and do you have any statistics on the topic of environment and informed consumption in Russia? — Yes, of course, the opinion of our customers is very important for the Garnier, and it orientirueshsya to develop our products and initiatives. Thus, according to the research company “ROMIR” in 2019, environment and social responsibility is important to most Russians. 76% of respondents say that they like to purchase products from socially responsible companies, and 59% will try to buy the company’s products, knowing that it causes harm to the environment. Also, before to publish our alabastrite, we conducted focus groups to ensure that they are clear to our customers. Photo: Garnier— Your advice to consumers — you should pay attention when meeting with the brand’s products, which will appear in the result of the updates?— The composition of the products, promises on the product packaging, on the packaging type. Here is an example. Not so long ago we launched mask-milk Botanic Therapy. It is an innovative product from the point of view of the formula — vegan, made of 98% natural ingredients, innovative Bystrova formula, allowing to save water resources of the planet, from the point of view of packaging the packaging is recyclable and from the point of view of production the product is produced in a factory, supporting sustainable development. New bottles of shampoos and conditioners Fructis Superfood consist of 50% recycled plastic. All this information can be seen directly on the cosmetics.Interviewed By Irina Kirienko