Making beauty sustainable

Cosmetics company L’Oréal has taken on the task of using the power of its brands to encourage consumers to live more sustainable lifestyles. James Richens reports on its latest sustainability strategy.

Elvive shampoo on the production line. Credit: L'OrealSustainability has an image problem. Surveys show most people say they care about the environment, but their concern is rarely evident in everyday shopping. Price, performance and desirability are much more important factors. As a result many companies have green brands but they remain niche products.

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