...Even in a less activist way, eco-consciousness has become a communication theme for many brands. The clothing line Diesel recently launched an ad campaign with the tagline ‘Global Warming. Are you ready?’ The ads feature models in famous sites transformed by climate change: New York’s skyscrapers poking out of the sea, sand dunes drifting over the Great Wall of China. Cosmetics brands are also making commitments to the environment. The founder of the make-up and fragrance brand Chantecaille has a partnership with the PEW Institute for Ocean Science, a foundation whose goal is to protect the marine environment . In Europe, even household cleansers are getting involved, thanks to the European Union’s Eco-Label, a charter that requires household cleansers (like laundry and dishwasher detergents) to be both respectful of the environment and as efficient as traditional cleansers (*). A trend that has the wind in its sails…

* Eco-Label criteria: 100% recyclable packaging, no toxic (to the user) ingredients, as or more efficient than standard products, all ingredients must biodegrade quickly. For more info: www.eco-label.com.