You have been claiming a holistic approach to beauty for almost 20 years. How to explain that the concept explodes today only in countries like France or the United States?
Susanne Kaufmann – I think beauty is moving more and more in a holistic direction that I have always believed in since the creation of my skincare brand. We all now know that the perfect combination of exercise, nutrition, sleep, and skincare is the real secret to looking great for the long haul. And now more than ever, with the pandemic we are experiencing, and the accompanying stress and lifestyle, it is very important to take a very holistic approach very seriously in order to achieve lasting results.
How are Susanne Kaufmann’s cosmetics different?
Susanne Kaufmann – My brand philosophy is to support the natural functions of the skin so that it functions at its best and shows its vigor. Our approach is holistic: we look at the big picture and view skincare as preventative so that we can address specific skin needs with our tailored products and treatments. It’s not just about our products, but also about balance: healthy food, exercise and good sleep are some of the most important things.
Our commitment to sustainability is also unique and can be seen in every part of our production process. Whether it’s the solar and thermal energy used to power our production facilities, the responsible purchase of plants for our formulas or our innovative refillable packaging. The use of renewable resources, advanced science and intelligent product design have been integral to our production methods for nearly two decades.
Can you tell us about your latest innovations in sustainable beauty?
Susanne Kaufmann – We launched a refill pilot program for three of our best-selling products in February 2021. Our brand is the first in the world to use The Simple One, a new lightweight plastic refill developed by ALPLA. Based in Vorarlberg, Austria, close to our own production plant and headquarters in Bezau, ALPLA is a leader in the development and manufacture of sustainable plastic packaging solutions. The new 250ml refills are currently available for three of our best-selling products: Cleansing Gel, Hand Soap and Shower/Shampoo.
Will it reduce the impact on the environment?
Susanne Kaufmann – Although their production is relatively clean, glass bottles are notoriously heavy to transport. Our new refill bottle is up to 60% lighter than standard HDPE bottles and helps reduce CO2 emissions during production, transportation and post-consumer recycling.
The new lightweight refill not only significantly reduces the carbon footprint, but also extends the life of the glass bottle much more than its original unique design. Each recyclable refill, with its smart cap, not only helps reduce landfills, but also reduces carbon emissions by 69%. Our secondary packaging is also made from 100% recyclable paper.
What will this change in the beautiful routine of consumers?
Susanne Kaufmann – Today people have a direct connection to their favorite brands and can know exactly what is important to them. Live fairly and sustainably, be aware of the consequences of your lifestyle and consumption, and act responsibly. Everyone can contribute to making the world fairer and more sustainable. Because natural resources – such as clean water and clean air – are finite, they must be protected to sustain current and future life on our planet.
For a cosmetics brand, must it be sustainable today to attract consumers’ attention?
Susanne Kaufmann – For us, it’s essential, it’s part of the DNA of the Susanne Kaufmann brand.
What are these new standards that you will set?
Susanne Kaufmann – Our filling program is a first step. We believe sustainability is an endless journey and are committed to continuing to explore opportunities to reduce the brand’s environmental impact through 2021 and beyond. The brand intends to expand the reach of the charging program with the addition of other products by the second half of 2021. Another sustainability first is the premium solar-powered bulk blender used in industry. The factory we share with our long-time production partner, Ingo Metzler. Located in Egg, Austria, just 15 minutes from our headquarters in Bezau, it features a custom-designed, high-capacity (300 kilograms) solar blend currently in use around the world.
How can these innovations affect the whole industry?
Susanne Kaufmann – The key to making a difference is education. Brands and consumers have a responsibility to use sustainable resources and consume consciously, especially as our impact on the planet is increasingly evident. Brands can support this approach by sharing their knowledge of the new sustainable methods they are implementing. It’s a journey that will continue to evolve, but if everyone starts thinking sustainably, we can make a big difference.
You can get lost in the jungle of cosmetics between organic, natural and eco-responsible. Today, what is skincare that respects the skin as much as it respects the planet?
Susanne Kaufmann – From an early age, I learned to be environmentally conscious and to integrate the notion of sustainability into my daily life. The Bregenzerwald is our greatest asset: wherever I am in the region, I feel its energy, shaped by traditions associated with a unique agricultural culture based on sustainability, modern innovation and solidarity. Conditions such as “clean” and “natural” trump high quality, natural and effective ingredients. They must also embrace environmentally friendly production, sustainable innovation in packaging, manufacturing processes, and a deep respect for nature and people. This has always been our philosophy. It was always an overview. That’s why it’s so important that in everything we do, our philosophy guides our approach. We aim to always maintain the quality and effectiveness of our products, target different skin needs, produce sustainably and stay true to our roots and brand values wherever we are in the world.
How can well-being affect outer beauty?
Susanne Kaufmann – In Austria, we have a holistic view of beauty. This means that if you stay healthy, you will feel better and look better. At Susanne Kaufmann, we always recommend a holistic lifestyle. Everything is connected: our environment, our mental health and our physical being. It’s no secret that the right combination of exercise, a balanced diet, sleep, and a personalized skin tone can deliver tremendous wellness benefits. These benefits are in turn reflected on our skin, which regains a glowing and glowing skin.