As pressure mounts to find new ways to reduce carbon emissions, the beauty industry must find ways to improve. But can AI help to speed up the process and make the industry cleaner and greener than before? Here, we share a story from the press about a beauty brand making use if AI to ‘go green’.
News: L’Oreal X IBM
You may have seen in the news that cosmetics giant L’Oréal has partnered with tech leader IBM to develop the world’s first AI foundation model for cosmetic formulation. Their collaboration aims to revolutionise the creation of sustainable beauty products. The AI model is set to analyse vast amounts of cosmetic formulation data, enabling L’Oréal to accelerate the development of sustainable products across all categories and regions.
The model will facilitate the use of eco-friendly raw materials and reduce energy and material waste, furthering the goal of using predominantly bio-sourced and circular economy materials by 2030. The partnership represents a step forward in applying artificial intelligence to the beauty sector, potentially paving the way for a more environmentally conscious beauty industry.
Is This Good News?
This story highlights the potential for AI models to be used to make progress in making the beauty industry better when it comes to carbon emissions and product formulations.
While using AI models to make environmental improvements is a positive step in sustainable advancements, the environmental cost of AI shouldn’t be overlooked. Training large AI models consumes enormous amounts of energy, with a single model potentially emitting over 626,000 pounds of carbon dioxide, which is nearly five times the lifetime emissions of an average car. This energy-intensive process contributes to increased carbon emissions and strains on electrical grids. Water usage for cooling data centres is another major issue, potentially exacerbating freshwater scarcity. All these factors should be considered when employing AI technology, especially in the name of ‘sustainability’.
What Does This Mean For Beauty PR?
This news story is the first example of AI being employed in the beauty industry for ‘good’, but as the data on the environmental impact of AI suggests, it’s not a clear-cut win in this arena. This leaves a challenge for the PR industry to convey positive advancements while being clear about the limitations of such models, too.
What does AI mean for Beauty PR?
How Can PRs Avoid Greenwashing?
To avoid greenwashing, PR professionals must prioritise transparency, authenticity, and evidence-based communication. They should ensure all environmental claims are substantiated with verifiable data and avoid vague language or exaggerated terms like “eco-friendly” or “sustainable,” which can mislead consumers. Collaborating with sustainability experts and adhering to regulations like the EU’s Green Claims Directive helps maintain credibility. Honest communication with clients is key, to tell stories with integrity.
Read next: The Dangers of Misinformation in PR Campaigns
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