Oct 10, 2014  Düsseldorf / Germany

Inspiring consumers to rethink

And action!

A more sustainable lifestyle without turning your everyday life upside down? Henkel Beauty Care invited the online community to submit inventive videos on the online platform www.eyeka.com to encourage responsible shower behavior – not by finger-pointing, but rather in an entertaining and charming way. The result speaks for itself: 91 videos from 17 countries were handed in for the competition. And that diversity reflects in how differently participants dealt with the topic: by rhyming & rapping, spilling, splashing & flirting.

Consumers often underestimate their own contribution to a product’s ecological footprint. Reducing the water temperature from 43 to 38 degrees Celsius and showering only 10 instead of 15 minutes, saves up to 50 percent of energy. That is why finding new forms of addressing consumers is crucial: “These creative videos are supposed to invite consumers to preserve resources when showering,” says Steffen Rübke, General Manager Henkel Beauty Care Retail Germany. “Apart from instructions on the product label, the consumer may also consult the resource calculators by Persil or Schauma in order to save money and resources.”

Achieving more with less – this is also the aim of Henkel’s sustainability strategy, thus reacting to global challenges such as scarcity of raw materials and population growth. By constantly improving products and production processes, growth and quality of life increase without raising resource consumption and environmental pollution. Since 2011, the business unit Beauty Care for example has reduced the CO2 footprint of raw materials by an average of four percent per year relative to total sales.

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