COTY Joins Path to C2C Certified with CK EVERYONE Material Health Certificate
Coty recently achieved its first Cradle to Cradle Material Health Certificate for the company’s CK EVERYONE fragrance. The Silver level certificate marks an important milestone on the company’s path to Cradle to Cradle certification. From process to product, two Coty executives share their perspective on how the Cradle to Cradle Certified™ Product Standard is providing a framework to help the company make progress towards a better business.
Why did Coty pursue a Material Health certificate for CK EVERYONE?
At Calvin Klein Fragrances, we believe that authenticity in everything we do is essential, said Joanne Bletz, Senior Vice President for Calvin Klein Fragrances. This is all the more important when it comes to sustainability. When we claim a specific feature for our products, we do so as a result of very strict and reliable internal self-assessments. Achieving a third-party certification from a well-recognized organization like the Cradle to Cradle Products Innovation Institute continues our progress and drives our transformation towards building a better and healthier business. In turn, this increases the trust with our partners and consumers.
When we launched CK ONE in 1994 as the first unisex fragrance, it represented a new feeling and cultural movement. Today, CK EVERYONE embodies the values and sentiment of a new generation, Gen Z:
● Lines are blurred and gender labels and classifications are becoming limitless.
● Celebrate individuality by embracing inclusivity and participating in multiple communities.
● Provocation with purpose and meaning.
● Being real and authentic with no prerequisites or requirements.
● Expressing a state of youthful mindfulness.
Gen Zs not only values purpose, authenticity and inclusivity, they are also making conscious efforts towards a clean and sustainable lifestyle. In fact, 72% of Gen Zs are willing to pay extra for products and services from companies dedicated to social and environmental change.
The CK ONE fragrance already had a fully recyclable glass bottle and carton. With the launch of CK EVERYONE, we saw an opportunity to further evolve our sustainable offering for a new generation of consumers.
What has the Cradle to Cradle Material Health Certificate for CK EVERYONE helped Coty achieve?
We are proud of Coty’s first Cradle to Cradle Material Health certificate for CK EVERYONE Eau de toilette which demonstrates the positive impact of our sustainability platform, Beauty That Lasts, which is built upon the objective of building a better business while making a positive contribution towards societal, ethical and environmental change within the beauty industry said Simona Cattaneo, President of Luxury Brands at Coty
The Cradle to Cradle Certified™ Material Health Certificate offers a solution to growing industry and consumer interest in knowing more about the chemicals used in products across their supply chains and avoiding chemicals of concern. The certificate gives us a framework for evaluating our progress towards a product’s material health while also internally recognizing our success in a way that both rewards the designers of a product and educates them on how to further optimize the material health and safety of our formulas. By using the rigorous, globally recognized material health assessment methodology of the Cradle to Cradle Certified Product Standard, the Material Health Certificate provides manufacturers with a trusted means of assessing, optimizing and verifying their product chemistries for safety and the environment.
From a formula point of view, the Cradle to Cradle material health assessment and methodology helped us reach a formulation in line with our sustainability expectations and started an internal virtuous circle for further progress. The Material Health Certificate also supports our efforts towards more sustainable products by providing us with a clear pathway for continuous improvement as well as a tool for communicating these achievements to consumers.
Now that CK EVERYONE is on the Cradle to Cradle pathway, what's next?
As part of Coty’s recently-announced commitments, our goal is to drive product innovation with sustainability in mind said Cattaneo. This year, the company implemented a newly created product sustainability index which will ensure its brands and designers make informed choices for all new product developments, an approach that was piloted with launches such as CK EVERYONE and weDo Professional, an eco-ethical line of hair care products.
Globally, our targets are that as of 2020, we will include sustainability criteria in the conception of all new products, and we will share progress on our High Profile Ingredient management process. By 2022, we aim to improve sourcing and transparency in our supply chains. By the same date, we also aim to purchase 100% mass balance certified palm oil for our production sites and 100% responsibly sourced Indian MICA. And, by 2025, 100% of the packaging for new products will include recycled material or be recyclable, reusable or compostable.
Optimizing more products for Cradle to Cradle certification, with the Cradle to Cradle Material Health Certificate for CK EVERYONE as our first step, will play a role in these efforts.
We are also evaluating new partnerships to develop a circular distribution model in relevant markets and refillable product opportunities.
Our next step is to get a full certification for our line extension on CK EVERYONE by evaluating at a factory and corporate level for:
- Water stewardship
- Social fairness
- Material reutilization
- Renewable energy