More Synergies from Sustainability

Sustainability is now more than just a buzzword in today's business world. After years of popularity, an increasing number of companies have taken tangible steps toward sustainable development. The cosmetic industry is no exception. At last year's in-Cosmetics, Louise Jerneborg, Pricing & Consumer Insight Manager from Oriflame, delivered a speech on the company's balanced approach toward sustainability. After her speech, Happi Asia interviewed her more in-depth about sustainability.

What is sustainability and why is it important?

There are many different definitions of sustainability. The basic idea is that systems need to be regenerative and balanced in order to last. Sustainability can incorporate all kinds of systems, including economic, environmental, societal and personal. In general, whichever way you want to define it, society will have to address the challenges associated with sustainability, and that will have a profound impact on organizations and the way they work.

From our perspective, sustainability can be a challenge on the one hand, and an opportunity on the other hand. It is an environmental challenge as well as challenges from the people and community perspectives. Oriflame Foundation is a demonstration of our commitment to communities. Sustainability also involves legislation changes. Social and political changes have put companies under closer scrutiny, as the Internet and social media ensure news spreads quickly. A commitment to sustainability is therefore required to be resilient and prepared for change.

It is also an opportunity because overall, today's consumers are embracing sustainability. People choose to buy more sustainable products, want to work for and with responsible companies, and admire responsible businesses. As a result, a commitment to sustainability should drive innovation and capture new business, deliver competitive differentiation, drive efficiency and save money, and finally improve financial performance.

An increasing number of cosmetic brands are embracing sustainability, and approaches toward sustainability also vary. How does Oriflame choose to differentiate itself from the competition?

There are three major categories in terms of approaches companies choose towards sustainability. Green Followers use tactical green claims and tend to be "me too" copycat, and Action Leaders focus on what they do and why they do it, and are brand-focused; while Oriflame takes its own unique vision as a Thought Leader, and is issue-focused.

In order to create synergies between sustainability commitments and business, a company needs to identify areas where the business has the greatest impact on the environment, people and community, and then  closely  relate  sustainability commitments and activities to the business.

Sustainability at Oriflame has three
pillars.

u Planet: Minimize our negative impacton the planet via sourcing, reducing carbon footprint, water use and waste;

u People: Improve people's lives, this includes Oriflame Consultants, employees and suppliers;

u Community: Positive impact on communities via the Oriflame Foundation, NGO  partners,         vobalerínky