Zim Lin
Monash University
Gitanjali Bedi
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Jurlique International Pty Ltd is an Australian oriented skin care company that uses Beech Tree Bud, an organic plant to smooth skin’s surface and minimise the appearance of fine lines and wrinkles. This innovation helps to create a healthier, cleaner and greener cosmetics for the customers. Besides, in 2014, Jurlique received APC’s ‘Highest Performer Award’ in packaging sustainability and innovation.
“Jurlique place itself a great importance on sustainable and environmentally responsible business practices”, said by Gunteda during the interview.
In order to achieve its project, one of the main innovation of Jurlique is the use of Beech Tree Bud in its formula so that the cosmetics can be natural and contributed to the environment. Moreover, they are also in a leading position of recyclable packaging, which received The Australian Packaging Covenant (APC) winning price in 2014.
Jurlique is known as one of the historic brand (since 1985) and main players in Australian cosmetic market. “At Jurlique, ‘nature’ is the main innovation for our business approach and products (Gunteda, personal communication, March 3, 2017).” The use of natural materials, like Beech Tree Bud, is a way to differentiate themselves. Apart from that, Jurlique is willing to act as an industry leader in packaging sustainability and environmental protection area.
In practice, Jurlique has achieved several goals in UN Sustainable Development Goals (SDGs).
First of all, the recycling packaging is providing a more eco-friendly processes solution to minimise its waste of plastics, which fits the 12th requirement of the SDGs: Responsible Consumption & Production. “We are encouraging our customers to build the long-term relationships and more ‘green’ consuming habits … it is a win-win situation (Gunteda, personal communication, March 3, 2017).”
Apart from that, the uses of Beech Tree Bud reduces the usage of chemical elements, which benefits the society by providing alternative choices for ‘natural products’. In nowadays, people are more concerned about the chemicals in cosmetics and prefer to choose natural products. As one of the main players in the cosmetic market, Jurlique is aware of its significant market influence in promoting the sustainable market practice. “Our product is quite natural and reliable, probably that is the reason for customers trusting us (Gunteda, personal communication, March 3, 2017).”
Jurlique is planning to achieve a leading position in the health conscious cosmetic market through these innovations and practices. It also indicates the change of customer demand in the cosmetic market. ‘Undoubtedly, customers concern more about it (health & natural) (Gunteda, personal communication, March 3, 2017).” The forecasting of new market trend allows Jurlique to build brand value and gain & keep loyal customers in the future.
As one of the largest companies in the cosmetic market, Jurlique is aware of its significant industry and market influence. By coordinating with community groups, for example, APC, Jurlique has directly introduced or make recommendations to advance standards. It is logical to expect the other players in the market will follow the leading practice. Hence, the whole society may be benefited due to the more environmentally friendly business practices as well as an advanced industry standard.
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Gunteda Suntra, Sales Associate
Jurlique International Pty Ltd is an Australian oriented skin care company that uses Beech Tree Bud, an organic plant to smooth skin’s surface and minimise the appearance of fine lines and wrinkles. This innovation helps to create a healthier, cleaner and greener cosmetics for the customers.