24-Jul-2014 Boulogne-Billancourt / France
Raising awareness for sustainable laundry
With its Le Chat brand, Persil’s local sister brand, the French Laundry & Home Care team has positioned sustainability as a key factor of its strategy. Drawing upon the legitimacy of one of its key products (“Le Chat Eco Efficacité” – eco-efficiency – certified by the official European Eco Label since 2013), the French team has launched a new nationwide initiative called “Lavons mieux!” (Let’s wash in a better way!).
Praised by several local sustainability experts and consumers, this campaign encourages easy and smart ways to wash the laundry in a sustainable way: such as lower temperature and right dosage. Focusing on the actual usage phase, which has the biggest environmental impact, the campaign includes media placements, actions in stores, consumer contests and digital presence through a Facebook page and a dedicated website showcasing pedagogical videos, tips and advice from key opinion leaders (NGO representatives, energy experts, dermatologists, etc.).
Raising consumers’ awareness is a clear role of a leading brand in sustainability. Henkel’s team underlines this priority through this initiative involving key external stakeholders. As a sustainability leader, Henkel aims to pioneer new solutions for sustainable development while continuing to shape its business responsibly and increase its economic success.
More information on the initiative is available on Le Chat website.