A year after the release of its very first natural eau, the luxury house is repeating the exercise with a green version of the Rose Intense scent scheduled for the end of the month. One more step in the eco-responsible approach of the label, which obtained B-Corp certification in 2021.
Chloé at the time of the green transition.
Just a year ago, Chloé revisited its eponymous Eau de Parfum in a 100% natural iteration. An initiative followed, a few months later, by an application similar to the Nomade fragrance.
Now it’s the turn of the Rose Intense edition to earn its sustainable credentials. Again, the scent – designed by perfumer Alexis Dadier – was formulated with alcohol and water. Free of artificial colors, it also wants to bet on a responsible sourcing while the key ingredient, the rose, comes from organic farming. Another key element of the composition, the essence of oak is extracted from recycled wood.
Like some Chanel bottles or the latest addition to Prada, the bottle – refillable – also aims to embody the brand’s sustainable values by including 25% recycled glass where the emblematic grosgrain ribbon has been revisited from 100% recycled polyester. It should be noted that 40% of the cardboard making up the case also comes from a recycling process for materials.
While this innovation is intended to echo new generations of consumers who are increasingly focused on the societal and environmental impact of brands, it is also in line with the certification B-Corp. Last October, Chloé was in fact the first luxury fashion house to win this grail, recognizing the concrete integration of social, societal and environmental objectives into a company’s activities.
“Chloé is a pioneer in the Richemont group and in the industry in terms of sustainable developmentexplains Bérangère Ruchat, Chief Sustainability Officer of Richemont, in the special issue of the Journal du Luxe dedicated to sustainable luxury. It is a transformation process led by an inspiring and determined leader, in collaboration with a committed artistic director (note: Gabriela Hearst) and a talented Sustainable Development team. The human dimension of such a success is paramount. The teams are inspired by a mission centered on the empowerment of women. Admittedly, the B-Corp certification comes to validate and recognize the efforts of all the teams, from the purchase of raw materials to the management of human resources and creation, to mention only a few dimensions of the approach. ButImportantly, B-Corp’s strategic framework is totally holistic and is not limited to circularity or carbon emissions, but touches every dimension of the House’s work on a daily basis. The ambition should not be to certify more B-Corps: so much the better if that is the case, but it is only a means of transformation, not an end”.