Apothecary beauty brand Kiehl’s continues to campaign for its sustainability efforts Kiehl’s Made Better™ through an immersive and interactive party at Avenue K Rooftoplast Friday night, organized with the aim of increasing awareness towards sustainable beauty among Malaysians.
More than 300 members of the media, influencers and esteemed business partners turned up at the year-end party. Representing the host was Kiehl’s General Manager Worldwide, Cheryl Vitali.
During her speech at the party, Vitali said Kiehl’s Made Better™ is a platform which connects the brand’s ongoing efforts in sustainability to the aspirations of Kiehl’s customers in an authentic and differentiated way. Quoting Kiehl’s founding family member Aaron Morse, she said, “A worthwhile firm must have a purpose for its existence. Not only the ‘everyday work-a-day’ purpose to earn a just profit, but beyond that, to improve in some way the quality of the community in which it is committed”.
Kiehl’s Made Better™ comprises five main pillars, which were brought to life during the Sustainability Party through various interactive Nature-themed exhibits and activities:
1. Naturally-derived* ingredients
Kiehl’s sources some of nature’s most efficacious ingredients, from different parts of the world, to create formulas that are not just effective, but also suitable for all types of skin. Many of its products are formulated to include naturally-derived ingredients. Guests at the
Sustainability Party were able to see these ingredients up close, including Lavender, Succulents, Calendula and Avocado, presented in special displays.
2. Sustainably-sourced ingredients
Kiehl’s works hand-in-hand with farmers and producers, sourcing ingredients in a way that is beneficial to the community and the planet. During the Sustainability Party, an immersive LED tunnel transported guests to locations around the world where Kiehl’s sources its iconic ingredients:
- Brazil, where the Amazonian White Clay is one of the key ingredients in Kiehl’s Rare Earth collection;
- New Zealand, which well-known Manuka Honey is used in Kiehl’s Pure Vitality Skin Renewing Cream;
- Italy, source of the Squalane plant used to formulate Kiehl’s Ultra Facial collection; and
- Vietnam, where one of the key ingredients of the Kiehl’s Ginger Leaf & Hibiscus Firming Mask originates.
3. Recycled materials
Kiehl’s uses post-consumer recycled materials whenever possible, and also practices “reuse and recycle” methods in-stores. All Kiehl’s customers are encouraged to do their part as they can recycle their empties through the Recycling & Be Rewarded Program by bringing or returning any full-sized empty Kiehl’s bottles or jars to receive complimentary gifts.
4. Responsible packaging & manufacturing
In addition to using post-consumer recycled materials, all Kiehl’s product packaging is manufactured with lower carbon footprint and waste.
Kiehl’s also highlighted commitments to further intensify sustainable efforts by the year 2020:
| SUSTAINABILITY PILLARS | TODAY | BY 2020 |
| Naturally-derived ingredients | 95% formulas contain at least one natural or natural-origin raw material. | To include in at least 98% formulas, at least three natural or natural-origin raw materials. |
| Sustainably-sourced ingredients | 36% formulas contain at least one sustainably-sourced raw material. | To increase this to at least 50% of formulas. |
| Recycled materials | To include at least 30% post-consumer recycled materials in 100% of saleable products’ packaging. |
| Responsible packaging & manufacturing | Since 2005, Kiehl’s has reduced CO2 emissions by 82%, water consumption by 21%, and waste generation by 36%. | Kiehl’s is committed to reduce CO2 emissions, water consumption, and waste generation at its US-based manufacturing plant by 60%. |
5. Kiehl’s Gives mission
True to its mission, Kiehl’s always makes it a priority to support local community causes. In 2019, Kiehl’s Malaysia has partnered with EcoKnights, an environmental organization that supports all national and international environmental programs, with the emphasis of promoting sustainable development amongst industry players and communities. Kiehl’s supported the organization through sponsoring the 12thKL International Eco Film Festival and donating 10kg of Kiehl’s empty bottles made from HDPE plastic, which was dissolved and upcycled into the winners’ trophies.
Together with EcoKnights, Kiehl’s also contributed to the rehabilitation and restoration of nature in the heart of the Kuala Lumpur city, which included trees planting, herbs and ulam garden plotting, and making of effective microbial or known as effective microorganism (EM) mud balls for treatment of river pollution.
To show its continued support to EcoKnights, guests were encouraged to pledge their promise for a sustainable future; and for every pledge made, Kiehl’s will donate RM10 to support EcoKnights in its 2020 environmental efforts for a greener Malaysia.
Read also: #PamperMyHoliday2019: Kiehl’s x Janine Rewell Xmas Collection
