On a trip to London recently, Oribe Vice President of Product Creation, Jennifer Smith spoke to a select audience on what we are doing well and what we can be doing better. She was referencing our desire to be mindful in the hairdressing industry. Tribu-te took the opportunity to meet this expert in design and development, and to quiz her on how the Oribe brand is doing more to progress a ‘doing better’ approach to manufacturing and service offering. Here’a summary of what went down!
Background check
Jennifer Smith leads product creation and visual direction for the Oribe brand and its packaging. Quite simply, she is integral in terms of designing, creating and launching iconic products in the Oribe line. We wanted to discover how Oribe is always evolving and pushing the boundaries of performance and to ask, why every detail matters. To all the gathered guests including key Oribe salon accounts, Jennifer explains the Oribe Sustainability Strategy (created in partnership with agency Futerra). Such a plan took years in the making – brought to life through four critical pillars to develop better luxury packaging, more mindful formulations, lower Oribe’s carbon emissions, and strive for greater diversity, equity, and inclusion in all that Oribe does. Then it was our turn to ask specific questions:
Tribu-te asked…
Do you think the hairdressing industry/community is taking the problem of sustainability seriously enough and acting fast enough?
Jennifer: “The hairdressing industry is increasingly recognizing the importance of sustainability, but there’s still progress to be made. While many salons and brands are implementing sustainable practices, such as reducing plastic usage and opting for eco-friendly products, there’s a need for broader adoption and accelerated action. Sustainability isn’t just a trend; it’s a necessity for the future of our planet. We encourage everyone in the industry to prioritize sustainability in their operations and product choices to ensure a more environmentally conscious future.”
What’s the key misconception you come across that we need to clarify? (eg water usage, climate change, use of plastics)
“One common misconception we encounter is the belief that small individual actions don’t make a significant impact on sustainability. Whether it’s reducing water usage during salon services, choosing eco-friendly packaging, or advocating for climate action, every decision matters. It’s essential to recognize that collective action, driven by individuals and businesses alike, is the key to addressing sustainability challenges effectively. By getting rid of the idea that individual actions are not enough, we can inspire more people to take meaningful steps towards a more sustainable future. It was important for us at Oribe to also show and communicate that opting for a more sustainable product does not mean having to sacrifice on design or performance/efficacy.”
Do you feel optimistic for the future overall?
“Absolutely. The growing awareness and commitment to sustainability across industries, including hairdressing, are promising signs of progress. While there are challenges ahead, such as the need for more widespread adoption of sustainable practices and innovation in eco-friendly technologies, we believe that collective action can drive meaningful change. By continuing to prioritize sustainability, educate our communities, and collaborate on solutions, we can create a more sustainable and equitable future for generations to come.”
In hairdressing – how are we absorbing the message about the need for sustainability and creating ‘forever products’. Are we doing enough?
“I think it’s incredibly personal as a business owner or stylist as to what you see. But as an optimist there is a deep concern and care and a real genuine desire to do better. Some of that onus comes onto the brand. There’s a part that everyone plays in the chain of what we can do to do better. The majority, in my opinion, are paying a lot of attention. There’s a lot being done, but it’s a start and a stop and a go. You have to try things, and it might work or it might not. Taking a very individual approach is probably how it goes. I do find the questions we receive is evidence to me that there is genuine care and interest about this subject.”
How widely are consumers asking more questions and do they trust brand claims?
“Broadly for all of us, it is really hard to trust the data. Reports and surveys are perceptions of behaviours. What’s happening is regionally specific. Things evolve over time. The last decade was the decade was the decade of creating commitments. This decade is the decade of action. So when I read an article, I have a lot questions about where and how a survey was done? There is a lot of individuality and a point of view on any topic. The most general frustration we find is having a complex issue reduced to a soundbite without substantiation. At Oribe, every commitment we make, we sense-check in our organisation that our commitment could be feasible and achievable. We need to show you the receipt. We need to get to a place where consumers demand verification of a claim. So as a brand, we ask how do we show substantiation of our claims? That is what we must do.”
What impresses you?
“What is impressive is an open dialogue. An honesty and openness to exchange information with one another. Collectively we need to get to a place of doing better. Whether that’s sustainability, or diversity an inclusion. There is an intent in our industry to interact, and not hide away. To communicate with one another is a truly impressive thing. I have a list of things to go home and Google after tonight… Some talked to me about ‘Green Fees’ this evening. I need to go and research this. But then I could tell them about The UK Plastic tax… it’s this exchange and enlightenment that will drive us.”
Going forward – doing better
Hosting a discussion: Jennifer Smith (centre) with Rankin (right) and Alice Roche-Naude from Futerra (left) in London
Together we can continue to make a difference. The phrase that resonates with us a lot is the one Jennifer Smith used: ‘Showing the receipt.” Be honest and truthful, don’t make claims without being able to back them up. Be informed, and be engaged, Your clients are and the more we understand, explain and substantiate our progress, the more we build a relationship of trust.
Read more about Jennifer Smith’s London visit for Oribe HERE
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