Follow us twitter facebook
Edition: Brazil
Click here to subscribe toour free weekly newsletter click here
Industry buzz

L’Oréal partners with Gjosa to unveil eco-friendly shower and shampoo combination

L’Oréal has teamed up with Swiss start-up Gjosa to invent a way of reducing the environmental impact of washing hair. The beauty giant and the tech company have unveiled a low-flow showerhead and an easy-rinse shampoo combination that means the amount of water needed to wash the hair is significantly reduced. At a time when access to water could become a strategic issue, the two companies have announced that they are now able to rinse shampoo with only 1.5 litres of water, instead of the 8 litres usually needed.

Professional hair salons

The showerhead breaks up the flow of water but counterbalances that by accelerating the speed of the droplets, while the easier-to-rinse shampoo is applied directly through the showerhead, rather than being applied to the scalp. By infusing water and shampoo simultaneously, the showerhead could cut the volume of water and the energy used in places like professional hair salons. Prototypes are currently being tested in salons in South Africa and the US.

"Initial results offer great perspectives for an innovation that visibly reduces the water consumption in our daily hygiene practices," said said Laurent Attal, L’Oréal VP Research & Innovation, in a statement. "This breakthrough technology is perfectly in line with our commitments to sustainable innovation."

Worldwide trend

The move comes as fashion and beauty brands ramp up their efforts to reduce water consumption, as a potential shortage of the essential resource becomes a growing global concern.

Earlier this year, Gap Inc. laid out detailed plans to reduce water wastage along its supply chain, having recently pledged to save 10 billion liters of water by the end of 2020, while fashion and lifestyle conglomerate PVH Corp., which owns Tommy Hilfiger and Calvin Klein, has also entered into a partnership with the World Wildlife Fund (WWF) to conserve water resources in Africa and India.

Brazil Beauty News with AFP/Relaxnews

Portfolio

© 2018 - Brazil Beauty News - www.brazilbeautynews.com

latest news
Focus
Luxe Pack New York rescheduled to September

Luxe Pack New York rescheduled to September

Amid the latest developments of the Covid-19 epidemic in New York and the USA, the Luxe Pack management team has decided to postpone further the event to September 15th and 16th, 2020. The venue is unchanged: Jacob K. Javits Convention Center (Hall 1B). With these new dates, the show will be almost concomitant with the MakeUp in (...)

read more
Experts’ views
Radical reinvention : Disrupting the next decade of beauty

Cosmetics Inspiration & Creation
Radical reinvention : Disrupting the next decade of beauty

Beauty is an ever-changing industry. Yet some changes make more of an impact than others. The more society changes, the more these changes cascade into the Beauty market. During the last MAD Cosmetics Innovations conference, organised by Premium Beauty News in Paris, Leila Rochet, Founder of Cosmetics Inspiration & Creation, (...)

read more

Features