New Cross-Sector Campaign Launched to Promote Nature-Positive Beauty Products
At the World Economic Forum, a campaign launches. This campaign lowers the environmental cost of beauty products. The University of Exeter’s Nature & Climate Impact Team leads the work. Global NGO WRAP joins the team. Creative agency M+C Saatchi gives strategic support.
Campaign Overview: H2NO
H2NO gathers researchers, global beauty brands, NGOs, and creative agencies. These groups join forces to promote water-wise, solid, and concentrated beauty products. The products need less water in production and use. They cut waste and lower water use compared to regular beauty products.
Objectives and Approach
H2NO works to:
• Change consumer behavior with citizen campaigns that target norms, habits, and confidence.
• Help brands and retailers with clear, technical guidance. They show environmental impact reductions for all to see.
• Make sustainable beauty products common and not niche.
Cora Taylor, a Research Impact Fellow at Exeter, says, “Waterless and solid beauty isn’t a fringe idea – it’s already part of everyday life. The real challenge is scaling adoption. That’s what H2NO is about.”
Industry Collaboration & Research
Before public launch in Davos, H2NO held workshops. Leaders from beauty brands met with sustainability experts, behavioral scientists, and strategists. They discussed what stops consumers from switching and how to grow eco-friendly product lines. The team also analyzed the full life cycle of beauty products. They plan to extend research and launch consumer campaigns in new markets and product groups into 2026. #### Environmental and Business Impact
Helen Bird, WRAP’s Director of Material System Change, warns, “The UN predicts that by 2030, water demand may exceed supply by 40%.” Reducing water in beauty products can lower CO2 emissions, cut costs, and respond to the market for green products. A public panel with leaders from Elemis, Lush, Quantis, and M+C Saatchi showcased current low-impact beauty products. The event stressed strong commitment to environmental care.
Kim Fenn, Director of Environmental & Social Purpose at Elemis, states, “Collaboration is key. H2NO brings academic knowledge and real-world business insight together. This mix creates solutions that work for our planet and stay commercially viable.”
Learn More
For more on the campaign and its partners, visit the H2NO website.
Tags: H2NO, University of Exeter, WRAP, sustainable beauty, water conservation, climate impact, nature-positive products
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