According to a study by Unilever (Rotterdam, Netherlands), 33% of consumers buy from brands they believe are doing social or environmental good. So it’s no wonder that the company structured its newest personal care brand Love Beauty and Planet with a goal of making make a little difference towards a happier, less wasteful planet, with every shower. The brand is a purpose-driven reflection of the Unilever Sustainable Living Plan, which focuses on improving health and wellbeing, reducing environmental impact and enhancing the livelihoods of millions of people.
Unilever Packaging Sustainability Manager Julie Zaniewski believes the eco-consciousness of the Love line will play well with today’s environmentally aware consumers. “Love Beauty and Planet was started by a group of like-minded people who believe that looking good and doing good should go hand-in- hand.”
Zaniewski expects the products to resonate with sustainability-minded Millennials, the brand’s target audience.
“Like most people, we realize we only have one planet and it’s up to us to take care of it,” she notes. “Our approach is a holistic one, encompassing the entire product life cycle and beyond: we’ve given careful thought to our ingredients, product packaging, and social partnerships.
“Committing these small acts of love for the planet—like using a fast-rinse conditioner technology that can help you save water and add up to a big difference. We call it our passionate journey of #smallactsoflove, and we’re just getting started.”
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Going clean with CleanFlake
As with an increasing number of brands in the personal-care marketplace, Love Beauty and Planet opted to use 100% recycled PET bottles for the majority of its products. That commitment meant the bottles aren’t 100% clear, but they’re clearly good for the environment. Durable, lightweight and versatile, PET is a popular polymer for consumer packaging.
And they wanted the bottles to also be fully recyclable, however, getting those containers to be 100% recyclable was a challenge. To accomplish that goal, Love Beauty and Planet turned to the Avery Dennison (Glendale, CA) CleanFlake Portfolio of labeling solutions that employ a water-based adhesive that cleanly separates during the PET plastic recycling process. This results in pure PET flakes, the conservation of virgin PET resources and less landfill waste. In addition, CleanFlake has received critical guidance recognition for the Association of Plastic Recyclers (APR) Design Guide for plastics recyclability.
“Sustainability matters to today’s consumers,” explains Tina Hart, Vice President of Marketing for Avery Dennison Label and Packaging Materials – North America (Glendale, CA). “CleanFlake is the perfect choice for a company like Unilever. The white biaxially-oriented polypropylene (BOPP) film not only makes the label colors pop, enhancing the visual appeal of the brand, but the adhesive also enables the entire container to be recycled after its use, further resonating with the Love Beauty and Planet audience.”
The bright and fun brand consists of six unique collections targeting specific hair and skin needs that include shampoos, conditioners, body washes, and hair and body treatments. Each collection has a fragrance infused with a naturally and ethically sourced oil or extract, for example, Rose oil and Vetiver. In addition to being certified independently by Vegan Action, the products don’t include ingredients such as parabens and dyes.
Another of the steps Love Beauty and Planet is taking steps to show a little love to the planet without compromising the products’ performance is that each conditioner includes a patent-pending “fast rinse” technology that can help generate shorter showers, meaning consumers have the potential to save time and water. They just have to do their part and go easy on the tap, Unilever says.
The brand also ensures that the in-shower product bottles are made from 100% recycled plastic and are fully recyclable—the company says up next are caps and pumps with the first step committing to having all caps and pumps use at least 50% recycled plastic by 2020 and increase that amount going forward. It is also proud to partner with Avery Denison on its sustainable label solution that facilitates the recycling process.