application mixture has a very fine and dense foam structure, which is easily applied by hand to the hair without the need for a traditional application bottle. Once on the hair, the foam breaks at precisely the correct rate to form a non-dripping coloring gel with permanent color performance. Color Ultimate is the first color in Europe that can be used multiple times without mixing, as the ingredients are sealed inside the cans and only the exact amount needed is dispensed and mixed each time. A single (80g) pack can be used for either one full head plus one re-growth application, or up to five regrowth applications. This innovation provides yet another advantage in carbon footprint reduction. The greenhouse warming potential, calculated by averaging three conventional hair color applications against one aerosol color application, is reduced by 20%. Once again, this is a convincing example of the intrinsic, sustainable benefits of aerosol products. To conclude, key success factors of sustainovations in the aerosol category are perceivable consumer advantages, such as a high level of convenience with dry shampoo, safe storage and handling of reactive product components seen with hair dye and hydrogen peroxide and multiple usages without loss of performance, as with hair colorant and targeted application of concentrated active solutions from compact sprays. These unique selling points make aerosol innovations successful in the marketplace while delivering sustainability benefits. Spray 1 United Nations Report of the World Commission on Environment & Development “Our Common Future”, 1987 2 www.wbcsd.org/vision2050.aspx 3 A Vision for Sustainable Consumption, www.wbcsd.org 4 Henkel Sustainability Report, 2011 5 CSR & Innovations Management, Reinhard Altenburger (Hrsg), SpringerGabler Verlag, 2013 6 www.ecoinvent.org March 2014 Spray 23
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