The sustainability strategy of the cosmetics manufacturing and distribution giant called
KAO
is designed
to serve people’s needs, attitudes and desires to live a sustainable lifestyle
that will contribute to an equally sustainable world.
This lifestyle in KAO is called “Kirei Lifestyle” while the plan, commitments and actions of KAO
that contribute to this lifestyle, they call it the “Kirei Lifestyle Plan”.
KAO is therefore trying to create a long-term impact on society through the “Kirei Lifestyle Plan”.
In this sustainability plan, all the actions implemented for and by all the brands and the KAO Salon Division, KAO‘s salon products division, which are GOLDWELL, KERASILK, KMS, ORIBE and VARIS, are included.
Let’s get to know the structure of KAO’s famous Kirei Lifestyle Plan
What is KAO Salon Division’s strategy and sustainability actions for the salon sector
With its sustainability strategy tailored specifically to the salon industry, KAO Salon Division
aims to create meaningful, but also long-term change and support the global sustainability goals.
The aim is to reduce the overall environmental impact of all products that KAO produces and markets,
allowing salon owners to operate in a more sustainable way.
The sustainability strategy of KAO Salon Division is therefore based on three pillars.
PRODUCTS
PARTNERS
PEOPLE
By choosing KAO products, hairdressers and salon owners demonstrate their commitment to green growth
and in creating a better, but more sustainable community.
PRODUCTS:
KAO makes life more beautiful by providing salons, hairdressers, and clients with products that are produced,
available on the market and operate on the basis of sustainability on our planet.
Specifically:
1. Low effect agent compositions & formulas:
The company systematically increases the ecological impact of its trucks to reduce their ecological footprint.
Examples include:
By 2025, 100% of the company’s palm oil derivatives will come from certified sources (RSPO).
By 2025, achieve at least 95% biodegradation in at least 50% of KAO formulas.
2. Sustainable packaging:
The company develops solutions that minimise waste and therefore promote the circular flow of materials.
By 2025, the 50% of KAO ‘s plastic-based packaging (by weight) will be produced from recycled or
biodegradable materials (based on global availability of PCR material).
By 2025, 80% of our total packaging (by weight) will be produced with recyclable materials.
By 2025, secondary packaging will only be produced if absolutely necessary,
if it is recyclable or made from recycled materials.
3. Zero CO2 and zero waste operations:
The company is working towards zero CO2 emissions and reuse,
recycling or recovery of all its waste.
So by 2025, our CO2 emissions will be reduced (at our main hairdresser manufacturing plant, Darmstadt, Germany)
by 50% compared to 2017.
By 2025, we will achieve 100% climate-neutral production in our main hairdressing manufacturing plant.
In addition, by 2030, recycling or recovery of all waste resulting from the production of hairdressing products will be achieved.
By 2030, solid waste from hairdressing production will be reduced by 50%.
Also by 2030, achieve 100% recycling or recovery of the resulting wastewater
from the production of hairdressing products.
Finally, by 2030, achieve 100% recycling or recovery of product and packaging waste
coming from the hairdressing sector.
GOLDWELL paints are available not only in the tube packaging, but also in a special container packaging,
with four times the quantity in content, which remains airtight after each use without deterioration.
It remains unchanged for up to 3 years!
Mixing it with the appropriate acetate can be done with special precision dosing pumps that save tons of paint every year! This is a unique and innovative GOLDWELL patent that saves product, and significant time in every salon.
PARTNERS:
KAO makes life more beautiful by empowering salon owners to operate in a more sustainable way:
1. Environmental education:
Offer environmental training for hairdressers and hairdressers, supported by certification.
In 2022, sustainability was an integral part of all KAO bids.
In 2023, we are launching an interactive online training and support tools to help
salon owners to run their salons in a more sustainable way.
2. Support for minimum impact:
Providing specialist support to reduce the environmental impact of our partner salons.
By 2025, our academies will be upgraded to serve as models for sustainable
operation of the salons (energy, water, CO2 and waste).
By 2025, we will show ways to reduce product waste in the hairdressing sector by up to 30%,
using our academies as a benchmark (total waste of Kao Salon activities).
3. Sustainable communication:
To empower our salon partners and their clients to make more strategic choices.
In 2021, we started with KMS to digitally disclose all product components and their functions
(more brands will follow by 2025).
So from 2020, sustainability is a key theme at the “Kao Salon Global Experience” event with the participation of
external experts and leading salons.
By the end of 2023, we will have reduced our printed communication material by 30% (compared to 2019).
PEOPLE:
KAO strives to support the well-being of people through social responsibility programs and actions
promoting equality, diversity and education.
Some of the activities include:
1. Training and development support: The company promotes the training and development of its employees
and the communities in which it operates.
2. Promoting equality: KAO promotes equality at all levels of the company and supports programmes
promoting gender equality and diversity.
3. Social responsibility: The company undertakes social responsibility actions to promote the well-being of communities,
supporting people with needs, but of course also protecting the environment.
The procedures governing the 3 pillars above:
KAO is striving to improve its processes to reduce its environmental footprint and increase efficiency.
Reduction of gas emissions:
The company promotes the reduction of emissions, including CO2 emissions,
during the production and distribution of its products.
Improving energy efficiency:
KAO invests in technologies and processes to improve energy efficiency and reduce energy consumption.
Sustainable use of resources:
The company promotes the sustainable use of resources and the avoidance of excessive consumption of resources such as water and raw materials.
So these are some of the initiatives that KAO has taken towards sustainability.
The company continues to evolve and implement new practices to promote sustainable development
and its activities in line with environmental and social objectives.
S & P Global – Sustainable
KAO is ranked for 2022 in the top 5% of companies worldwide for consistently implementing sustainability tactics.
The world’s most ethical companies
Every year, the US-based think tank Ethisphere Institute announces its list of the world’s most ethical companies,
in recognition of companies’ outstanding performance in the areas of transparency, honesty, ethics and compliance.
So Kao has been consistently selected for the list since it was created in 2007.
CDP
UK-based international non-governmental organisation promotes climate change and other initiatives
in the field of the environment.
The CDP is requesting the release of information on how leading companies and cities
around the world are taking action on issues such as climate change and water management and conducting research and assessments.
Kao is constantly being selected for inclusion on the A list for climate change, forests, and water from 2020.
Kao has now been included in the “List A” for climate change for the third time, in the “List A” for forests for the second time
and on the “A list” for water safety for the fifth time.
Kao Corporation was recognized, for the sixth consecutive year, as a leader in supplier engagement for its initiatives
in terms of reducing carbon emissions and tackling climate change throughout the chain
its supply through the supplier engagement assessment, organised by CDP,
an international non-profit organization that pushes companies and governments to reduce
their greenhouse gas emissions.
ECPI Global Ethical Equity Index
Based in Luxembourg and Milan, ECPI provides investment and sustainability advisory services.
ECPI maintains indicators for individual sectors, regions and themes that include global companies whose
our Corporate Social Responsibility activities meet certain standards.
Kao has therefore been continuously selected for the index since 2007.
Ethibel Sustainability Index (ESI) Excellence Global
Belgium-based non-profit Forum Ethibel selects companies that demonstrate strong performance
socially responsible investment (SRI) and corporate social responsibility (CSR).
Kao has therefore been continuously selected for the index since 2007.
ISS ESG
ISS-oekom, based in Germany, is a sustainable investment rating agency that assesses the
corporate responsibility based on environmental, but also social and governance criteria.
Kao has therefore been rated Prime since 2006.
Bloomberg Gender-Equality Index
The index was developed by US-based Bloomberg to track the performance of companies that have committed
more on transparency in gender reporting, but also on the promotion of women globally.
Kao has been consistently selected for the index since 2019.
In summary, it is important that hairdressers and salon owners recognise the importance of initiatives
undertaken by KAO towards sustainability.
So every time they use KAO products, they help protect the environment
but also to improve the quality of life of society.
