L’Oreal inaugurates ‘Green Academy’ in Madrid

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The world leader cosmetics company L’Oréal has taken another step forward in its commitment towards responsible and sustainable innovation by opening the first “Green Academy” in Madrid. This new concept in hairdressing combines a strong technological character with a focus on environmental education, so as to allow the application of and greater familiarity with environmental values and sustainability among professionals in this sector.

The project stems from the Professional Products Division of the company marketing the L’Oréal Professionnel, Kérastase, Kéraskin, Redken, Matrix and Pureology brands for hairdressers. To create this eco-sustainable academy has the most modern technologies.

Spain currently has about 35,000 hairdressing salons, of which more than half distribute and use L’Oréal products. The company estimates that more than 8,000 hairdressers will be trained in the new academy each year. It is also seeking to instil respect for the environment in the future generations of professionals.

According to Didier Tisserand, President of L’Oréal Spain, “Our support for this pioneering academy in Spain, the first of its kind in the world, strengthens our commitment with the environment. An eco-sustainable salon currently costs about 15 percent more than a conventional one, a cost that will gradually come down through changes in legislation, innovation in materials and medium-to longer-term economic savings.” And it is estimated that, worldwide, a mere hundred or so salons are concerned about being eco-sustainable.

The academy pays special importance to recycling products and so has created the a recycling wall, a glass panel on which to deposit all containers used in the centre’s day-to-day activities: plastic, paper, card, aerosols, glass and aluminium. This element not only helps with recycling, it has become an important part of the composition of the area. Recycling takes on a leading role inside the academy as a display case for the concept of sustainability.

Source: www.worldpressonline.com

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