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32 | BEAUTY LAUNCHPAD | NOVEMBER 2017 Live & Learn/ Giving Back Matrix Biolage R.A.W. products get Cradle to Cradle certifi ed as a commitment to going green. —FRANCESCA MOISIN COURTESY OF MATRIX; GETTY IMAGES (4) Raw Deal L 'Oréal (@lorealusa) isn't just famous for its bountiful collection of groundbreaking beauty offerings; the company has also long been heralded as a proponent of ecologically friendly production practices. Its Sharing Beauty With All initiative alone vows to achieve a 60 percent environmental footprint reduction by 2020. This year marked another milestone, with the group announcing that its Matrix Biolage R.A.W. (Real, Authentic, Wholesome) Nourish Shampoo and Conditioner achieved Cradle to Cradle Certifi ed Silver status (@matrix). Cradle to Cradle is an independent, third party verifi ed program that endorses products made by utilizing clean energy and water with the intention of respecting human and world health. There are fi ve award levels: Basic, Bronze, Silver, Gold and Platinum. As you move up each stage, you must meet a more rigorous set of standards. And once certifi ed, winners can't rest on their laurels—they're tasked to show continuous improvement every two years. "It's exciting to have L'Oréal support the momentum behind the Cradle to Cradle movement," says William McDonough, cofounder of MBDC, the fi rm that originated this certifi cation program. Researchers developed R.A.W. to be 99 percent biodegradable, which means formulas fade after use without harming the environment. "Through L'Oréal's commitment to innovation and sustainability, we've been able to create a line that truly combines our commitments to hair care and ecological stewardship," notes Jonathan Maher, L'Oréal VP of corporate and social responsibility and sustainability. High concentrations of thoughtfully sourced, potent plant extracts like quinoa husk, goji berry and ginger comprise every offering, and naturally derived cleansing agents are used in place of traditional ingredients. In addition, product footprints are tiny: Packaging is 100 percent recycled, with bottles made from post-recycled PET plastic. The manufacturing process is likewise kind. L'Oréal's plant in Florence, Kentucky, runs completely on renewable electricity, due in part to the implementation of a massive solar-powered grid system. And this is only the beginning. Biolage R.A.W.'s unique formulation is the cornerstone of the brand's larger sustainability ambition that includes engaging salons and consumers to be greener. Exciting new product developments are likewise in play. We cannot wait to see what's in store next! BLACK SESAME expands the diameter of each strand, making fi ne hair fuller. COCONUT bathes dry locks in moisture. CORIANDER promises powerful anti-aging benefi ts. GINGER energizes lifeless locks. GOJI BERRY is rich in vitamins A and C to mend damage. HONEYCOMB heals for cuticle repair. KAOLIN CLAY helps products penetrate hair shafts. KIWI is a natural astringent that stimulates hair cell development. QUINOA HUSK prevents dehydration. SHEA BUTTER envelopes tresses in rich emulsion. YUCCA contains anti-bacterial properties to soothe scalps. DETAILS, DETAILS Matrix Biolage R.A.W. Nourish Shampoo and Conditioner ingredients are carefully sourced for optimum hair health. Matrix Biolage R.A.W. Nourish Shampoo and Conditioner are healthy for hair and the planet.