Reanimating and localising a
72 product line with sustainability
Context & Project
Context & Project
About
The FMCG industry is one of the most polluting sectors. As the number 1 haircare brand in the UK*, L’Oreal Paris Elvive would have a major positive impact by addressing the waste of tonnes of plastic bottles manufactured each year. As part of a group-level initiative called The Other Side, this project focused on making packaging and formulas more sustainable and educating masses on recycling empty products. Elvive announced from 2020 all its shampoos and conditioners will come in 100% recyclable and recycled plastic bottles except the caps, and will be manufactured in carbon neutral factories.
* Nielsen 2021Q value and unit, Haircare category, 52 w/e 26/12/20 in United Kingdom (GB+NI) Total Coverage
Challenges
The group previously faced consumer backlash on this topic. Thus, creating the basis for authentic conversation and coming across genuine was key.
Market research revealed that many consumers haven’t adopted the habit to recycle bathroom products. Thus, as a market leader we had a responsibility to educate and transform the consumer behaviour.
Ensuring seamless communication and project management was necessary for a project with such group-level, large scope and lengthy process
Project Date
2019
My Responsibilities
Gathered competitive and market intelligence on sustainability product development (from concentrated formulas to shampoo bars which require less water and reduce logistical carbon footprint) and communications best practices
Collaborated with design agencies on rebranding and revisiting design codes for sleeker look and lesser text
Localised 72 product labels and produced internal and external-facing education collateral in French market
Created a 360 awareness campaign on new bottles and formulas
Visited our carbon neutral factory in France
