WWF selects MÁDARA for sustainable luxury01/01/2008

WWF (The World Wide Fund for Nature) selects Latvian eco-cosmetics MÁDARA as an example for other luxury brands to follow.

WWF has released a report Deeper Luxury, where it looks at environmental and social performance of several world brands, including such as L'Oreal, Hermes and Swatch. Seven business cases of successful and innovative companies from all over the world which embody the luxury of the future are included in the report, published 29th of November 2007 - Latvian brand MÁDARA is among these.

"We are very happy about such international recognition. The beauty of it is the fact that we have received this appraisement for our beliefs, for our business principles and the desire to make the world a better place", tells Lotte Tisenkopfa, director of Llc Skin Laboratory, producer of brand MÁDARA.

MÁDARA has received recognition due to several factors. First, due production of completely natural flower and herb cosmetics for body and facial care, which do not do any harm to its users, to workers in the production units, or to the nature. Second, due to maximum use of local ingredients, which allows avoiding excess transportation, in this way also protecting the nature from pollution. Third, due to usage of easily recyclable plastic packaging and usage of such packaging paper, that comes from an environmentally friendly factory. And last, but not least, due to the company's philosophy which tells a story about "a healthy and natural lifestyle, about dignity and respect towards secrets of natural beauty".

Goal of this WWF report is to distribute awareness in the society that it is possible to live contemporarily, progressively and swiftly without doing harm to the nature. In favor of this goal WWF classifies luxury businesses by their ability to think in long term, as well as suggests celebrities to avoid advertising "dirty" brands, offering alternatives instead.

In WWF report eco-cosmetics manufacturer MÁDARA is represented alongside car manufacturer Tesla Motors, Brazilian clothes manufacturer Osklen, jewelry producer John Hardy and three other businesses of the sustainable future.
About the WWF report
This report provides a clear vision and rationale for a more sustainable luxury industry. WWF-UK analysed and ranked the ten largest, publicly-traded luxury brandowning companies on their environmental, social and governance (ESG) performance. These brands include Gucci, Yves Saint Laurent, IWC, Garnier and Louis Vuitton. No company was awarded higher than a grade C+. The French luxury group, L'Oreal, topped the ranking.

"Deeper Luxury" concludes that understanding of luxury is changing. Luxury brands have become more accessible, making it harder to appeal to consumers on the grounds of exclusivity. Instead, their added value for consumers could be derived from superior environmental and social performance, expressed through "deeper" brand values and more sustainable business practices. In this context, the credibility of luxury products and services will be derived from their ability to generate wellbeing, not only for consumers, but also for those involved in (or affected by) their production, use, reuse and disposal.

leave your comment