THE WHAT? Beiersdorf has been announced as the latest member of the AAK Sustainability Partner Program.
THE DETAILS According to a press release, the program is “supported by the Global Shea Alliance (GSA) and with partner funding matched by the United States Agency for International Development (USAID), the shared aim is to empower women shea collectors, improve livelihoods and secure the future through maximising the impact of economic, environmental and quality trainings.”
As part of the partnership Beiersdorf will undertake initiatives over a five-year period and will benefit AAK’s women’s groups in Burkino Faso and Ghana, accessing 10,000 shea collectors over the time frame.
Initiatives include a tree planting activity that aims to match the number of new trees to women reached, and sponsorship of the AAK rocket stove training project.
In a bid to highlight the socio-economic benefits of shea as a cosmetic ingredient, Beiersdorf has launched the “NIVEA von Herzen – 100% Pure Shea Butter” balm for skin, lip and hair care.
Lisette Townsend, AAK Global Business Development Director, said, “Through our Sustainability Partner Program, we enable cosmetic manufacturers to engage directly in initiatives designed to improve livelihoods, deliver greater independence and provide a more secure future for the women shea collectors and their families. It’s a win-win opportunity for all.”
THE WHY? By joining the program Beiersdorf is flexing its sustainable muscles, and is catering to the growing consumer appetite for environmental transparency from companies.
Townsend said, “Ethical sourcing and traceability are becoming increasingly important for consumers and cosmetic producers.”