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L’Oréal new showerhead reduces water waste by 70%

L'Oréal's innovative shower head
L’Oréal’s new shower head

L’Oréal is piloting a new showerhead that helps reduce water and energy consumption by almost 70% by combining innovative technology with a feature that dispenses the shampoo directly from the device.

The new showerhead, which is currently being tested at salons in the US and South Africa, aims to revolutionize water waste in the professional haircare industry. At present, a regular salon rinsing shampoo can waste up to 8 liters of water, while the new showerhead only uses 1.5 liters.

“Initial results offer great perspectives for an innovation that visibly reduces the water consumption in our daily hygiene practices,” said Laurent Attal, L’Oréal’s VP of research & innovation. “This breakthrough technology is perfectly in line with our commitments to sustainable innovation.”

According to the group, what makes the new technology so water efficient is that it is a low-flow showerhead, which breaks up the water flow while accelerating the speed of the droplets, ensuring that the water pressure is as effective as other comparable models.

L’Oréal partnered with Swiss startup Gjosa to develop this new technology, while the beauty conglomerate developed the easy-to-rinse shampoo that the device dispenses on its own.

Recently, the beauty giant has upped the ante on sustainable innovation across many geographies and sectors within beauty. In Australia, it is working with manufacturing company Avery Dennison and local waste management company Wasteflex to introduce a recycling scheme for its labels.

For more insights into how L’Oréal is approaching innovation through the lens of technology, listen to our Innovators by TheCurrent podcast episode featuring Guive Balooch, global vice president of L’Oréal’s Tech Incubator.

How are you thinking about innovation? We’re all about finding you the perfect partners to do so. TheCurrent is a consultancy transforming how fashion, beauty and consumer retail brands intersect with technology. We deliver innovative integrations and experiences, powered by a network of top technologies and startups. Get in touch to learn more.

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Editor's pick product

Madewell launches sustainable denim dyed with shrimp shells

Madewell 'Eco Collection'
Madewell ‘Eco Collection’

Madewell has launched a new line of sustainable denim that uses shrimp shell fibers in the dying process, significantly reducing the use of chemicals and water needed during manufacturing.

The J.Crew-owned brand is working with the Candiani mill in Italy to use its Kitotex® product, which is made with byproducts of the food industry (such as thrown away shrimp or lobster shells) to dye textiles. The exoskeleton of crustaceans contains chitosan, which is a fiber that helps bind dyes to fabric, while eliminating some of the chemicals traditionally used in the manufacturing of denim.

By using Kitotex and organic cotton also supplied by the Italian factory, Madewell’s Eco Collection is using 65% less chemicals and 75% less H2O than conventional material.

Once the fabric has been manufactured and dyed it gets sent to Saitex, the same Vietnamese factory responsible for G-Star RAW’s and Everlane’s sustainable denim. The factory recycles 98% of its water and turns manufacturing waste into bricks for affordable housing.

Madewell 'Eco Collection'
Madewell ‘Eco Collection’

For this inaugural collection, the American label is launching six styles of eco denim, from jeans to overalls. This is a part of its fall 2018 launch, which also includes the introduction of bigger sizes to 40% of its collection. Recently, J.Crew’s CEO Jim Brett has also noted that the brand will soon be launching a menswear line for the very first time, which should help push it towards its billion-dollar goal.

How are you thinking about product innovation? We’re all about finding you the perfect partners to do so. TheCurrent is a consultancy transforming how fashion, beauty and consumer retail brands intersect with technology. We deliver innovative integrations and experiences, powered by a network of top technologies and startups. Get in touch to learn more.

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Digital snippets: Apple and Hermès, A/W 15 Rebecca Minkoff in virtual reality, all things tech this #NYFW

Here’s a round-up of the latest stories to know about surrounding all things fashion and tech…

applewatchhermes

  • Apple plus Hermès: smart watch dream team or weird mash-up? (as pictured) [NY Times]
  • Apple watch and Hermès: a match made for China [JingDaily]
  • You can now watch the A/W 15 Rebecca Minkoff show via a virtual reality headset [Racked]
  • 10 techy things to look out for this New York Fashion Week [Forbes Life]
  • Farfetch creates an independent business to power brands’ e-commerce sites [Fashionista]
  • Apple executive Ian Rogers is heading to LVMH [WSJ]
  • How Chanel trounces other industry brands on YouTube [Digiday]
  • Brace yourselves, Nike self-lacing shoes might arrive in October [PSFK]
  • Ted Baker on why its Instagram success is down to organic reach not its ad formats [The Drum]
  • How discount retailer Primark has evaded e-commerce [Digiday]
  • Uber to unveil big e-commerce delivery program with retailers this autumn [Re/code]
  • Should fashion companies let social media influence what’s hot and what’s not? [Independent]
  • Periscope is set to make fashion weeks more candid than ever this season [Forbes]
  • Inside fashion’s Instagram wars [BoF]
  • How machine vision is about to change the fashion world [MIT Technology Review]
  • Could 3D body scanning mean never entering another dressing room again? [Quartz]
  • Obama administration to open wearable tech R&D center in Silicon Valley [Fast Company]
  • This is the ‘world’s first’ contactless winter jacket [Wired]
  • Why fashionable millennials are flocking to online brands for wardrobe basics [AdWeek]
  • Thread.com unites fashion and tech for $8m investment [TechCityNews]