L’Oréal's strategic plan to maintain a competitive edge is through research and innovation to produce a sustainable future. The source of their competitive edge is the energy and ideas of their people and their strength lies in what they value: Customers, Quality, Integrity, Performance and Environment. L’Oréal believes that using these integrative strategies will allow them to innovate better, faster and earlier. The entire life cycle of each product adopts the rules of Eco design which include select ingredients, testing small quantities to reduce waste, re-using by products,manufacturing processes requiring low levels of energy and toxic solvents and recyclable packaging. L’Oréal is committed to increasing the use of renewable raw material in it's products. In 2010 40% of material in their portfolio were plant based, 26% comply with green technology and by the close of 2011 80% of raw materials with biodiversity issues will be addressed. Per finished product their goal is to cut greenhouse emissions in half by 2015.
Parallel to keeping up with customer demands to create Eco friendly products, L’Oréal is opening new frontiers by creating products and ingredients that meet the needs of their globally diverse markets. L’Oréal stays ahead of the game by consistently staying true to their mantra of advanced research and innovation. Research teams are continuously conducting studies of local populations. An outsourced social science research centre is studying the psychological and socio-cultural processes at work in cosmetic use and personal hygiene routines. L’Oréal's new ingredient-development programs are part of a new approach from design to formulation. This work has led to the creation of the nutria-cosmetic line, Innovate Hair Health and L’Oréal's new patent skin-repair substance, Rhapsodize giving them a competitive edge.
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