Guerlain describes itself as a ‘beauty house committed to sustainable development’, and its Bee Respect platform is designed to showcase to consumers the profiles of its products in terms of being traceable and transparent.
“In order to meet growing clients concern, we have decided to make Bee Respect, our transparency and traceability platform, accessible to all,” the company confirms, with its launch taking place in France before a planned wider roll-out.
The Bee Respect platform has been designed as a simple, intuitive and easy-to-use tool, according to Guerlain. It makes background product data easily accessible via QR codes used on the Guerlain website.
What is the data?
Guerlain explains that the platform’s traceability data includes information on everything
from ingredients to packaging components, production site information to worldwide shipping and transportation data, distribution information to points of sale and end-of-life recycling details.
This data represents a key source of information which enables tbe company to continually improve the environmental and social impact of each of its products, it says. Previously used internally, the platform is now accessible to the wider public.
Speaking of the initiative, CEO Laurent Boillot explains: “Taking action to create a more sustainable world gives us the opportunity to share our culture of looking to what is good and beautiful, something that has been at the cornerstone of our success, and take it to new heights so we can pass on our beautiful legacy to future generations with complete transparency.”
The platform was designed in collaboration with Product DNA, an expert company in product traceability.
Founder Robin Cornelius of Product DNA explains the rationale behind it. “Nowadays it is essential to include the consumer in the equation,” he says.
“Bombarded with a constant flow of contradictory information, consumers have new transparency demands, they want to know what they are buying and where it comes from.
“Companies owe it to themselves to meet these new expectations and provide information about their products’ manufacturing conditions and locations.
“I’m delighted that a House like Guerlain is paving the way in the cosmetics sector.”
