Croda Introduces Purposeful Beauty, A New Beauty Care Sustainability Identity

Croda International Plc, creator, maker and seller of speciality chemicals, has launched its new Beauty Care Sustainability identity, “Purposeful Beauty.” 

 

Created to focus Croda’s Beauty Care sustainability efforts and projects behind distinct messaging, the identity will also serve to further establish their thought leadership position as a sustainable solution provider. 

 

Using social listening tools and other market research to understand the drivers for consumers when discussing sustainability and personal care, Croda developed its new Purposeful Beauty 

identity to align with these conversations about consumer values. The brand was formed with the intent to resonate with beauty brands and consumers, while connecting to Croda’s corporate Purpose of Smart science to improve lives, ensuring that the Croda’s Beauty Care specific goals connect with its sustainably-focused customers and the consumers who purchase their brands. 

 

Within Purposeful Beauty, Croda will be releasing various communications over the coming weeks to highlight their sustainability efforts within the Beauty Care business. Customers can expect to learn more about how the Croda Beauty Care sustainability goals affect their own practices, gain knowledge on various sustainability related topics, and hear from Croda as a thought leader in the area of sustainable beauty. 

 

“We are extremely excited to announce our new sustainability identity, ‘Purposeful Beauty’, and know it will provide great opportunities to advance our thought leadership position in this area,” said Cara Eaton, marketing director, Croda Personal Care. “This identity will facilitate the creation of unique, sustainability campaigns to address the constantly evolving sustainable innovation needs of our customers around the world. With Purposeful Beauty, we will address the growing demand in Personal Care for new, sustainable technologies, while mitigating our impact on the environment around us.” 

 

To celebrate the launch of Purposeful Beauty, Croda has committed to donating over 3,000 trees via One Tree Planted throughout April and May in celebration of Earth Day, a day dedicated to demonstrating support for environmental protection. According to earth.org, the planet loses around 10 million hectares of forest every single year. Croda continues to work towards its land-positive target of saving more land than used, while increasing agricultural land use efficiency and protecting biodiversity. 

 

As part of its 2021 sustainability report, Croda announced its preservation of 33,734 hectares of land per year more than their 2019 baseline year. The company remains on track to hit their 2030 target of saving at least 200,000 hectares of land per year more than in 2019. The trees that are planted on behalf of the Purposeful Beauty initiative will help reforest lands damaged by wildfires, support the habitat for biodiversity, and create a positive impact for generations to come.