Company insight
Sustainability cannot be postponed
Kai Bendix is the CEO of ADA Cosmetics, one of the leading manufacturers of hotel cosmetics. In this interview, he talks about how he wants to pave the way for a new, more sustainable era.
What is behind the ‘new ADA’ strategy? Kai Bendix: The transformation of the market is in full swing. As a manufacturer, this means that we have to reignite our innovative strength and creatively move forward with sustainable product concepts. The ‘new ADA’ strategy has given new purpose to our efforts. The goal is to put beauty into travel. Three aspects are important in its implementation – ensuring everything is surprising, sustainable, and safe. This triad defines the new ADA. Surprising means innovative, sustainable refers to responsible management of resources and the environment, and safe stands for hygiene – the hottest topic in the hotel industry right now. Our customers should have absolute confidence in our products’ quality and safety. We guarantee it and have already been pioneers in this field for years with our closed dispensers.
CEO Kai Bendix (pictured) is confident that the ‘new ADA’ will be stronger, more innovative, and more sustainable than ever before.
of renewable energies and minimising CO2
emissions, as well as a strong
“Since 2018, we have been the only hotel cosmetics manufacturer with Cradle to Cradle certification.”
Sustainability is a key concept. How are you implementing this? Sustainability is part of everything we do at our company. It’s a conscious goal in the development of every product and the optimisation of every process. Since 2018, we have been the only hotel cosmetics manufacturer with Cradle to Cradle (C2C) certification. This certification sets a very high standard. Each raw material and each recipe is scrupulously examined. All ingredients are environmentally safe and fully biodegradable. Sustainable waste and water management, the use
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company-wide commitment to social responsibility, are all included.
You will be expanding the C2C certification to include packaging, is that right? Yes. We only use recyclable packaging materials, but now we want to increase the use of recycled plastics. For this we are working with partners such as the Plastic Bank, an organisation that focuses on collecting plastic waste from the world’s oceans and beaches. In addition, we continue to research the development of innovative, sustainable packaging.
How are you promoting innovation? ADA Cosmetics stands for new ideas, but innovation can’t be managed single-handedly in the long-term. We have to think and act on a more multidimensional level. Therefore, we plan to cooperate more intensively with external innovators in the future and become more responsive.
Also, we are currently on the lookout worldwide for exciting, young skin-care brands as future partners and see a lot of potential for both sides. But the most important thing for us is maintaining close contact with our customers. They are our key drivers of innovation and will help us discover the right solutions for their needs. ●
www.ada-cosmetics.com Hotel Management International /
www.hmi-online.com
How is sustainability reflected in your product mix? Within the next one or two years, small cosmetic bottles will have disappeared from hotel bathrooms. This is one reason why we continue to place a strong focus on dispenser systems – one of our core competencies. Just recently we launched our latest dispenser product: SHAPE. It combines everything: design, functionality, hygiene, and sustainability. We are also developing a method for clean, aseptic filling of open dispenser systems. Another programme is in the works to enable the return of empty cartridges for recycling. We have also just expanded our green accessories assortment, ‘Think, Act & Live Responsibly’, into a comprehensive range of cosmetics. As of early next year, it will feature a completely sustainable product assortment, from shower gel to nail files.
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