Beautifully CONSCIOUS

from Creative HEAD UK July/August 2023

THE LAST WORD ON… ACTIVISM

Work together with Benvoleo from ALFAPARF Milano to make heads, hearts, and the planet happier and more beautiful

Products built for surface level styling with little care for the bigger picture are so yesterday. Attitudes are changing. Clients want brands that care for hair, people, and the planet.

Those that put time and passion into curating new products while respecting Mother Nature will win the hearts of these environmentally conscious customers, whose numbers grow larger by the day. They require a more benevolent touch – and Benvoleo, a new and deeply caring range from ALFAPARF Milano, is the answer.

Never before used in cosmetics, the four innovative new hyperfermented active ingredients create a low environmental impact and underpin the Benvoleo range – making it a real first. Across its four lines – Daily, Glossy, Hydration and Recovery – you’ll find oak bark, vine sap, rice water and citrus fruits, all sourced from across Italy, a firm nod to the ALFAPARF Milano heritage and its love of the local. In the Daily line, oak bark is an antioxidant and colour protective property. Chemical treatments, pollution, UV rays: it protects hair against it all, and cosmetic colour fading too.

It’s not just the inside that counts. Benvoleo’s primary plastic packaging is 50 to 100 per cent recycled plastic; glass is 100 per cent recycled, while cases are made of FSC-certified 100 per cent recycled and recyclable paper.

Going further, it has also actively reduced extra packaging such as sleeves and wrappers, strictly limited secondary packaging to the essentials, and has reduced the weight of its bottles, for less plastic waste.

Clients connect with brands that genuinely love nature. But how do you show your love for something? You care for it – and that’s what Benvoleo is doing through the AGROCORTEX Amazon project. It is fully offsetting its CO2 equivalent emissions via carbon credits to finance forest protection and sustainable farming. Closer to its home, there’s the PARKS FOR CLIMATE project in the Tuscan-Emilian Apennines region. Here, Benvoleo is working to increase the resilience of oak trees to climate change by promoting sustainable and responsible sourcing.

Benvoleo is just the latest in what has been a determined and committed sustainability journey for ALFAPARF Milano. Inspired by the UN’s 17 Sustainable Development Goals launched in 2015, it created its own Sustainability Plan to help make these goals a reality.

Clients are changing. As an ecologically conscious generation hits salons and looks for the most ethical and responsible products, they don’t want to compromise on quality and they’re going to have their eyes on you and what you stock. So make it Benvoleo for haircare that really works – and goes the distance on the subjects that matter, too.

Need a haircare brand that goes further for people and planet? Discover Benvoleo now – visit alfaparfmilanopro.com

@alfaparfmilanopro_uki