Kjaer Weis: Innovation for protecting the environment

the picture above (left: replacements right: used products)

The concept of sustainability in the cosmetics industry is now more than a trend. Consumers will buy such products primarily for health and safety reasons, but sustainability is one of the reasons that lead the brand to their success. Consumers' demands for environmental protection and sustainability are not limited to the overall consideration of raw materials and production process, but also packaging.

Kjaer Weiss is a high-end natural makeup brand that was founded in 2010 by Kirsten Kjaer Weis, who has 20 years of experience as a makeup artist in New York. Kirsten grew up on a Danish farm before settling in the United States and worked for prestigious fashion magazines like Vogue, Elle, and Marie Claire. After discovering that people use harsh synthetic makeup at the expense of healthy skin and the so-call natural makeup brands don't perform up to par, she decided to create her makeup brand.

Kjaer Weiss 's products are made from natural, non-toxic ingredients, including cream highlights, 14 sizes foundation, blush, and mascara, as well as skincare beauty oil (which can be used as a moisturizer or as a primer before applying makeup).

All products are manufactured in Italy and certified by the Italian organic certification agency CCPB. There is a complete list of ingredients from A to Z on the official website for consumers to check which ingredient is contained in a certain product, and the website also offers video makeup tutorials and a blog that posts content related to the brand.

To innovate products that accords with sustainable development that the brand has been insisting on, the design director Marc Atlan has come up with a smart repackaging system. The product packaging is made of metal -- easy to refill new products, whether it's eye shadow, mascara or lipstick. "The purpose of this system is not to recycle but to reuse," you can see the concept written on its website.

Therefore, consumers only need to buy replacement products online after running out of the previous one, then refill it simply by referring to the official website instructional tips and video since the used product box can be reused. To encourage consumers to reuse the product container, the price of replacements are cheaper than the formal pack, such as $56 for a piece of formal pack bronzer, but only $32 for a replacement.

Due to the growing problem of global climate change and environmental pollution in recent years, consumers, especially the younger generation have greater expectations for biodegradable, recyclable and environmentally friendly products. A brand that adhering to sustainable development can show its social responsibility for the environment and get a good impression of consumers as well.

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Sources:

http://www.jumeili.cn/news/view/34791.html