Rethinking sustainability communications for Evonik Care Solutions

Challenge

Evonik Care Solutions has a, for the cosmetics industry, unique approach for more transparency and sustainability in the product portfolio. The problem is that most customers, end consumers, and NGOs are still unaware of this commitment to sustainable development in the cosmetics industry.

Solution

Definition of a clear stance on the topic of sustainability as a framework for communication activities, a comprehensible compilation of the relevant information, a relaunch of the web presence on the topic of sustainability and a precise plan for Evonik's appearance at the key trade fair in-cosmetics 2019 in Paris.

Impact

Simplified and attractive access to Evonik Care Solutions' sustainability approach for industry customers and other stakeholders. The goal: greater transparency in the cosmetics value chain and ultimately more sustainable products for the end consumer. 

Evonik Care Solutions takes sustainability personally

A central task was to tell the story that illustrates Evonik's commitment and attitude behind the gradual advancement of a more sustainable product portfolio along the entire value chain.

The communicative framework "Because it's personal" was developed for this purpose. This framework addresses the intrinsic motivation to transform the core business and creates a specific link between sustainability and the products of the Care Solutions business line.

"Because it's personal" emphasizes the fact that global challenges, such as the climate crisis, as well as the products of this business line have become a personal and tangible matter. This was the guideline for conception, content creation and visual language. This was especially true for the newly created area on the website and for communications at the key trade fair in-cosmetics 2019 in Paris.

Displaying complex content in a simple manner   

CAREtain® is synonymous with sustainability at Evonik Care Solutions. With this concept, Evonik is pursuing the goal of transparently mapping its entire value chain and thus being able to identify and improve unsustainable aspects in its cosmetics product portfolio in cooperation with the players in its value chains.

Together with Evonik's sustainability experts, the key functionalities, interrelationships and customer benefits were identified. In addition, a separate visualization was developed for CAREtain® and the central CAREtain® toolbox, which enables recognition and provides easy access to the complex inner workings of CAREtain®.