The hair care products are officially Cradle to Cradle Certified SILVER. This is based on an evaluation of the products' material health, material reutilization, renewable energy and carbon management, water stewardship and social fairness.
L'Oréal USA Assistant Vice President Nour Tayara announced the news at the Sustainable Brands conference in conjunction with the Cradle to Cradle Products Innovation Institute and MBDC.
Jonathan Maher, Vice President of Corporate Social Responsibility & Sustainability for L'Oréal USA, comments, "We are extremely proud of this Cradle to Cradle certification because it exemplifies how our Sharing Beauty With All sustainability program encompasses every aspect of our product's value chain, from formulation to packaging and production."
Biodegradable, Natural & Sustainable
R.A.W. Nourish Shampoo and Conditioner is formulated with naturally-derived ingredients for conditioning and cleansing agents in place of traditional ingredients. L'Oréal's comprehensive database of ingredients and their environmental properties enabled the company's Research & Innovation teams to develop Biolage R.A.W. with the highest levels of biodegradability and a high concentration of natural-origin ingredients, while also maintaining product performance and efficacy. Nourish Shampoo is 99% biodegradable.
The packaging design is an example of sustainable innovation. The bottles are made with 100% post-recycled PET plastic.
The full R.A.W. product line is produced in L'Oréal's haircare manufacturing plant in Florence, Kentucky, a facility that achieved 100% renewable electricity at the end of 2016 due to a combined purchase of locally sourced renewable energy certificates and the development of the largest on-site commercial solar array in the state, to be completed mid-2017.
More About the Program
The Cradle to Cradle Certified Products Program is an independent, third-party verified certification program that certifies products and materials that are developed to respect human and environmental health, designed for future use cycles, and that utilize clean energy and water throughout the supply chain.
"It is exciting to have L'Oréal supporting the momentum behind the Cradle to Cradle movement," said William McDonough, globally recognized architect, leader in sustainable development and co-founder of MBDC. "Today we are seeing fragrances, personal care products, fashion and more consumer industries putting health for people and planet first by pursuing Cradle to Cradle Certified materials. We encourage other companies to follow L'Oréal's lead in this journey toward a circular economy defined by quality and beauty."