Dior to use Icelandic water to hydrate its skin care range
As the fashion firm evaluates its products and looks for developments, Claude Martinez, president of Parfums Christian Dior, announced his pride at the results the decision has obtained.
“For the first time, we have decided to take care of an inert ingredient present at strong concentration in cosmetic formulations: water, and have decided to replace it by a cosmetic active ingredient, Icelandic Glacial water,” he explained.
Water from sustainable source
IG’s water hails from Iceland’s Ölfus Spring, a naturally replenished catchment zone formed during a massive volcanic eruption more than 4,500 years ago, and which has been deemed certifiably sustainable by Zenith International, a European food and drinks consultancy.
“For Christian Dior, the most important thing was choosing a pure, clean water with health and beauty benefits, and Icelandic Glacial fit the bill,” Jon Olafsson, chairman and co-founder, Icelandic Glacial told CosmeticsDesign-Europe.com.
He also explained that IG has long been thought to have health and beauty benefits, such as skin hydration, anti-ageing effects and complexion brightening, making it the perfect ingredient for skincare products.
Olafsson claims that the high pH level of the water may help slow aging and remove toxins from the body as it features a mineral content of just 62 ppm that provides an optimal balance for restoration and hydration.
IG reduced its emissions and carbon offsetting
The company is also the first CarbonNeutral certified bottled water in the world, achieved by taking voluntary steps to measure and then to reduce emissions through internal measures as well as externally through carbon offsetting.
To carry the trademark on a product or activity, a company’s carbon dioxide emissions must have been accurately assessed, the areas of reduction identified, and the remaining emissions offset through high quality carbon projects around the world.
Official launch in 2012
While the financial terms of the deal were not disclosed, IG says that the first skincare products infused with Icelandic Glacial water will be officially launched in 2012, with pilot productions in 2010 and 2011.
This is the first time that Christian Dior has co-branded its products. Christian Dior will promote that its products are made with Icelandic Glacial water on all relevant packaging.
“With Icelandic Glacial’s exceptional purity and optimal mineral balance, we are proud that Christian Dior selected our water to help enhance the efficacy of their skincare products,” added Olafsson.