"Unless you are a hair salon engaged in the business of washing customers' hair, of course. Then using 70% less water could well matter as you attempt to cut your carbon footprint. It is more efficient as well. The Water Saver showerhead came from a partnership between Swiss startup, Gjosa, and L'Oréal, the global beauty brand and Fortune 500 Europe listee. At its most basic, Water Saver makes water, well, wetter-fragmenting the water streams to create droplets better suited to rinsing hair:"
"Science and engineering underpin much of what businesses do-whether that is making concrete or lipstick. Ten years ago, during the sustainability gold rush, you could not move for clever company professors proffering solutions to sustainable packaging and non-fossil-fuel energy. Then came COVID, the return of inflation, and Donald Trump brandishing lurid allegations that the climate agenda was nothing but a "green scam." Many companies pivoted away from trumpeting environmental policies as a result."
Salons can cut water use by around 70% using a specialized showerhead that fragments water into droplets better suited for rinsing hair. The Water Saver showerhead resulted from a partnership between Swiss startup Gjosa and L'Oréal, and it is now in use in about 5,000 salons across Europe. Science and engineering remain central to producing efficient products across industries. Political shifts and economic pressures have reduced public corporate sustainability signaling, but the environmental challenge persists. Consumers respond more to economic benefits than moral appeals. L'Oréal terms this approach "dual excellence," combining climate performance with cheaper production and stronger financial outcomes.
Read at Fortune
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