
Ecological awareness in the developed countries has never been greater than today, even if we are a lacking a general consensus. To describe their sustainable transition, brands are using in their communication the word positive and qualify through it lifestyle impact, carbon emissions, climate preservation and even nature protection. However, is simply declaring to be and do positive the right approach to avoid greenwashing?



Lancôme partners with the Penninghen art school in Paris for the creation of its new La Vie est Belle sustainable packaging, to meet its carbon print reduction goals.
Upcircle makes cosmetics from by-products of the food industry: coffee grounds, fruit stones, peels or date seeds include active principles that are beneficial for the skin and can be repurposed into creams, serum and scrubs.
For its 250th birthday, Veuve Clicquot offers a journey from Reims in France to Venice in Italy on the Venice Simplon-Orient-Express including a Champagne dinner onboard, as La Serenissima was the first destination where bottles were exported abroad in 1772.







