To better respond to consumer desire for greater transparency on what’s inside cosmetic products, L’Oréal carries on the disclosure work that was initiated through their “Inside Our Products” website in 2019. The group thus announced the launch of a new global model for fragrance ingredients disclosure to provide information on the fragrance ingredients used across its entire portfolio of brands and products.
The cosmetics giant stated working on this disclosure model three years ago with the analysis of more than 20,000 fragranced formulas. L’Oréal focused on designing a disclosure model that would not only work for its consumer mass-market products, but also for its collection of luxury fine fragrances. “Each fragrance formula is a very complex and unique composition created by an expert based on the associations of the best of natural extracts and enhancing synthetic ingredients. Some fragrance compositions can include many ingredients of synthetic or natural origin. The challenge, therefore, was to provide the highest level of transparency while preserving the know-how and confidentiality relating to the uniqueness of specific fragrances,” explains the company in statement.
Much more than ingredients names
Beyond a mere list of ingredients, the new voluntary disclosure model also aims to promote understanding about the origin of ingredients, their olfactory values, and how they work together to create the fragrances in the products. To develop this tool, L’Oréal said to have worked hand in hand with its suppliers being the four international leaders in fragrance creation (Firmenich, Givaudan, IFF and Mane) while keeping consumer experience in mind.
“Transparency is at the heart of the trust consumers establish with our brands and we are proud to continue to respond to their desires and provide them with the information necessary when making purchasing choices,” said Barbara Lavernos, Deputy Chief Executive Officer L’Oréal, in charge of Research, Innovation and Technology.
L’Oréal will roll out the new fragrance disclosure model in phases, beginning first in the United States with Atelier Cologne, Garnier and Yves Saint Laurent, which are already live. The group will then progressively deploy the model throughout all of its global markets and brands.