Preserving the environment, reducing emissions, reducing consumption and producing responsibly are priorities in the conversations of all, but true realities in the lives of only a few.
Proclaiming oneself as eco-friendly and certifying this on the label is the new frontier of misrepresenting zero-impact procedures. A riot of green leaves, a shower of “organic” or “bio", "green" and "natural" stamps that confuse, obscure and cover up reality.
The quickest solution is to paint over this and give it a coat of “green”. And hope that no one insists on scratching to see what's underneath.
Translated: “feigned environmentalism”. Use and abuse of eco-friendly terms to appeal to the discerning consumer. Luckily… we are more careful than that.
QUICK GUIDE TO CONTRADICTIONS
PLASTIC-FEE: the tax paid by the planet
If you criticise plastic, don't place it on the market.
No, not even recycled: because recycled plastics are only one step closer to open landfills. If there are 2 or 3 treatments allowed, producing recycled plastic means putting a material into the environment that will soon become just a polluting one.
Glass and aluminium: raw materials abundantly found in nature, 100% recyclable and for an infinite number of times. Truly, and not like recycled plastic. Ecological alternatives to polluting materials exist.
WHAT CAN YOU DO?
If greenwashing becomes a way of looking away from bad production practices, the logical consequence is that those processes will continue to exist without any real evolution in favour of the environment. You can choose to change course, without waiting for a good example.
SECONDARY PACKAGING IS ALSO SINGLE-USE
If you condemn pollution, then overpackaging must be abolished.
Cases, bands, templates, films and layers and layers of package inserts have only one purpose: to end up in the waste bin. How many times do companies tell us that they are careful and pay attention to creating eco-friendly products, to then deliver them in packs with an unjustified volume and packaging?
To eliminate the superfluous: using glass bottles and aluminium tubes means wrapping in a safe, protective and resistant way, without the need for additional packaging.
WHAT CAN YOU DO?
Ask yourself if you really need all those accessories that accompany the product. Notice them. Look for alternatives. Do they protect or do they just carry advertising messages? Properly disposing of waste is essential, but wouldn't it be easier if we weren't swamped under mountains of useless, unsustainable and polluting packaging?
“GREEN” AND “NATURAL” ARE THE FORMULAS. NOT THE STICKERS.
If you highlight the naturalness of your cosmetics, this must be guaranteed for all the lines, not just for the leading product.
Launching a product based on plant-based ingredients when everything else in the range is synthetic, is not enough. Nor is using the words “organic”, 'green', 'natural' and sprinkling them with green stickers and leaves. Consistency is the winning formula and transparency is in the formulas. But in ALL of them.
Starting from the zero km principle, in a thoughtful manner and avoiding the use of aggressive substances, we have replaced synthetic ingredients with equivalent plant-based derivatives. Technological active ingredients and intelligent reactions which respect the planet's resources and emphasise the performance of all treatments.
WHAT CAN YOU DO?
To understand the phenomena, reading the words carefully is often enough. Greenwashing is the blend of the two terms 'green' and 'wash'. Green is the colour of ecology, and washing is the best way to hide the evidence. You can get to the bottom of it all: by recognising intentionally vague language, for example, or an over-emphasis on one ingredient at the expense of others. Noticing these attempts at omission is a good starting point for not being... side-tracked.
Use the hashtag #OrganicWayForReal and support our commitment against Greenwashing.