Trump may brand them "green scams," but companies like L'Oreal are quietly pouring millions into sustainability | Fortune

"Few would choose the humble showerhead when asked to name a product vital to the world's sustainable future. 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 the Swiss startup, Gjosa, and L'Oréal, the global beauty brand and Fortune 500 Europe member."

"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."

"Consumers, however, do need a different message. For too long, action on climate was wrapped up in the language of virtuousness and morality. Both may be useful, but consumers are frankly more concerned with dollars and cents. L'Oréal calls this 'dual excellence' sustainability, bringing together climate and economics. Producing sustainable products can be cheaper at scale, boost consumer engagement (new products are exciting) and improve financial bottom lines. Others know it as the 'double bottom line', encompassing both planet and profit."

The Water Saver showerhead, developed by Swiss startup Gjosa in partnership with L'Oréal, fragments water into finer droplets that rinse hair more effectively while using 70% less water. Five thousand salons across Europe have adopted the device. Science and engineering drive efficiency across many industries, including beauty. After a period of intense sustainability focus, COVID, inflation, and political backlash reduced corporate emphasis on environmental messaging. The long-term planetary challenge remains, but consumer motivation centers on cost savings rather than moral appeals. L'Oréal frames sustainability as 'dual excellence', combining climate action with economic benefit, aligning planet and profit.

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