How do we help people see the role they play in making a product sustainable?

L’Oréal has been focusing on improving the sustainability of their products for the last decade. However, the environmental and social impact of a product goes beyond production and distribution – to the hands of people who can make a significant difference to its footprint in the way they use it.

Our task therefore, was to figure out how real people understand sustainability in a category like beauty (where it isn’t really top of mind yet), how they absorb this new information and the role they play in the big picture, and the potential impact on their buying choices. We met both men and women in design thinking workshops, using beauty products and stories from their daily lives to open up the conversation.

Our local recommendations fed into a larger global report on designing and securing the future of sustainable products.

Image Credit:
NY Times