L'Oréal-owned skin care brand Biotherm has ramped up its ocean-protection initiative through a new partnership with NGO Surfrider Foundation Europe.
The 68-year-old brand first launched its Biotherm Water Lovers programme in 2012 to support charity partners on research about ocean preservation and educate consumers on fossil-based plastic.
According to Biotherm, the deal with Surfrider Foundation will support more than 2,200 beach clean-ups around Europe, raise awareness of plastic pollution and generate data to fuel scientific research.
Giulio Bergamaschi, Global President of Biotherm, said: “In this time of urgency, awareness of the plastic pollution crisis is key, but action is truly critical.
“That is why we work in partnership with world-class experts to help educate communities and also clean up the waters from plastic pollution.”
In 2020, Biotherm has pledged that all PET packaging will be made from 100% recycled PET.
By 2023, the brand has said that all products are made of a minimum of 50% recycled plastic and will start to use bio-recycled plastic.
Meanwhile, Biotherm has predicted that it will be 80% fossil-free in its overall plastic consumption by 2025 and that all of its plastic packaging will be reusable, recyclable or refillable.
Florent Marcoux, CEO of Surfrider Foundation Europe, added: “The ocean is essential to life on Earth. It is a source of oxygen and food, it regulates the climate and hosts a multitude of ecosystems that are highly threatened by our human activities.
“Surfrider Foundation Europe works on a daily basis with key actors aiming to defend this common good for humanity, with the sole purpose of triggering real changes at the heart of our societies.”
