Word: brand
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...have to hand it to Stella McCartney: she has forged her beliefs into her brand, consistently steering clear of the use of leather and fur in her ready-to-wear and accessory collections. The newest offering from this committed vegetarian and antifur campaigner is a range of luxurious beauty products that, she insists, don't even use endangered plant species...
Cheap chic has street cred now, galvanizing a new breed of shoppers. If Karl Lagerfeld endorses H&M, the label shame is pretty much gone from any mass-market brand that has smarts. Target has long proved adept at assembling a dream team of cohorts from various disciplines. "Sometimes it's just in and out for one season," says Sprenger, when asked about the store's less triumphant partnerships. Philippe Starck's line was something of a storm in a kooky teacup. In contrast, the architect Michael Graves signed on nine years ago and is still going strong. Next...
Wiedemann, the daughter of longtime Lancôme "face" Isabella Rossellini, wanted to offset the environmental impact of the travel she does for the brand. Now Lancôme is doing the same for its other spokesmodels too. "We're hoping to bring awareness to CarbonFund.org and inspire our clients to take part," says White. Similarly, Paul Mitchell has joined with American Forests to plant enough trees to offset all carbon emissions from the manufacturing and distribution of its Tea Tree products. Kiehl's and the NRDC are partners in Click for Greenland, an online program that raises awareness about the effects...
Countering the damage done by business practices through support of environmental organizations is one way to address the problem. Reducing the actual damage is another. "There have been some noble efforts," says Hershkowitz, citing as an example cosmetics-brand-driven recycling programs that encourage customers to return used packaging. "But it's not the disposal of the plastic container that causes the big environmental impact. It's the production of the bottle. The coal, the gas, the coloring agents, the heavy-metal stabilizers, the refining of the petroleum to make the plastic containers?it all creates a tremendous amount...
...Brands like Aveda and Origins are finding packaging and energy alternatives. "Seventeen years ago, when we started Origins, there weren't many sustainable materials available," says Daria Myers, the company's global president. "We used recycled paper, about 20% postconsumer. We were as natural as we could be while still protecting the products." These days all of Origins' outer packaging is 50% postconsumer recycled fiber and certified by the Forest Stewardship Council, and the cartons are manufactured using only wind- or hydropower. And by July, all 500 Origins products will have been reformulated without parabens, controversial chemical preservatives that...