Josh Kirschbaum, CEO of WWP Beauty, emphasizes that the corporate “is constructed across the wants of magnificence manufacturers” and serves as “a collaborative companion.”
The 40-year-old agency rebranded early this yr, with a concentrate on pillars of full service, sustainability, inclusivity and variety. A massive proportion is women-operated.
Jim Farley, international government VP, enterprise growth at WWP Beauty, says, “All innovation [at the company] has a measurable, sustainable story.”
One of the issues that makes WWP Beauty distinctive, Kirschbaum says, is that it’s a full-service firm (international turnover is 40% turnkey) with wholly owned in-house manufacturing amenities, with a world footprint. The key profit to this, he says, is “international help with intimate native help.”
WWP Beauty has a library of three,000 ready-to-go inventory instruments—wholly owned and managed to satisfy speed-to-market wants. But the corporate can also be well-versed in customized options. In reality, Kirschbaum says they’re “a supply for every part magnificence,” together with make-up, skincare, haircare, tub & physique, private care and instruments and equipment—formulation to packaging.
The firm’s distinctive Eco-analyzer device offers real-world knowledge with easy-to-use/perceive graphics to guage sustainability and life-cycle evaluation. Data is out there for all in-stock gadgets—and may be generated for customized options, too. All knowledge is enhanced with third-party validated claims.
In addition, WWP has created a “visible lexicon” of icons, which designate the sustainable properties of every bundle—from paper palettes to eco-tubes, bio-sourced supplies together with plant fiber polymers to sugar cane, metals to glass—at a look—simplifying choice and understanding of the huge array of choices.
Design methods embody light-weighting, mono-materials, refillables, design for dis-assembly, and commercial-ready.
WWP has received awards for a number of sustainable merchandise over the previous yr, together with the Eco-Pac tube, which is made out of 100% bio-PE and encompasses a light-weight design that makes use of as much as 19% much less plastic, and produces 93% fewer emissions per piece. Also common is WWP’s Refillable Multi-Use Face and Body Stick.
Musa Dias, WWP Beauty’s international chief advertising and marketing officer factors to the corporate’s revolutionary ColorVue Lipstick, saying it highlights a brand new gesture in addition to sustainability belongings. “Rather than revolve and reveal—elevating the bullet—as a substitute the sleeve goes up and down.”
On the best way to a post-pandemic world, WWP has developed new full-service options for “prevention,” a pure consequence of an extra of display screen time and isolation. Blue Light Pollution is the antidote to an overload of digital display screen publicity and the dangerous results of blue mild—a digital detox assortment to forestall and shield pores and skin. The new Twilight Collection is an at-home night magnificence ritual, designed for customers to chill out, rewind and recharge.