Innovation – This was a vital part of the Better Brand story. The fragrance industry is lagging behind in established and effective sustainable practices. We have been working on ways to innovate in this industry and trying to combine luxury and sustainability was a challenge and I believe we have made an excellent start. And we can only get Better.
Overcoming barriers – Yes, we had to work out how to create a program that fixed one problem for our customers that then didn’t add to waste or GHG through the implementation of the program. This is a work in progress as we go.
Australian manufacture – Yes, currently, we produce 90% of the BETTER brand within Australian shores. The remaining 10% is offshore due to Australia simply not manufacturing some small pieces of the puzzle.
Leadership – Yes, we made a decision from the beginning of development to create as many options as possible for our customers to embrace fragrance as a sustainable purchase. We wanted to show customers and the industry that it can be done with some thought and research. Does this make us one of the industry leaders? We hope so.
