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More Henkel Corporate Reporting 2014
Product developer Dr. Qian-Yi Li (left) exchanges views with Dr. Nils Daecke and Saskia Schmaus, experts in digital communication and marketing at Beauty Care, about the creative videos that were generated by a web-based competition to promote more sustainable behavior when taking a shower.
Through creative ways of addressing consumers, we join forces with our retail partners to promote awareness for sustainable lifestyles.
The behavior of consumers when using our cosmetic products has a decisive effect on their environmental footprint: More than 90 percent of the energy and water used during the life cycle of a rinse-off product is accounted for in the use phase.
In order to raise awareness of this fact and point out ways of using resources responsibly in everyday life, Beauty Care organized an international video competition on a web-based platform. Creative talents from all over the world were invited to submit a 60-second video with original and entertaining ideas for motivating people to conserve resources when taking a shower. The jury selected five winners from the more than 90 videos entered.
The vast diversity of humorous ideas and their realization speaks volumes for the appeal of creative communication using digital media. Reaching a broad public, it enthuses countless people for sustainable lifestyles. In numerous collaborative efforts, we make use of the communication channels of our retail partners to embed the videos there. We see the retail industry as an important communication platform for addressing consumers directly through online media. We plan to continue driving sustainable consumption in the future by using new digital communication approaches together with our partners.
is the number of product formulas for which we have already systematically determined the carbon footprint – thanks to smart interlinking of raw materials databases and environmental data provided by our suppliers.
of the energy and water used over the life cycle of our rinse-off products is accounted for in the use phase. Our objective is therefore to encourage consumers to use our products more sustainably.
consumers in Europe call Beauty Care hotlines for advice every year. The employees answering the calls give quick, competent and reliable responses on product properties or ingredients. Consumers are also welcome to use our social media channels.
Linking digital media with innovative products creates new opportunities to promote sustainable consumption.
Our innovative power is a key prerequisite in achieving our goal of sustainable development. This goes beyond the resource-efficient manufacture of our products. Sustainability targets are systematically integrated in each phase of the product life cycle and range from the choice of raw materials to innovative ways of addressing consumers regarding how to use the products. We grasp the opportunities offered by electronic media and, in line with our sustainability strategy, we develop solutions that create more value for our customers and consumers, and for our company, while reducing our environmental footprint at the same time.