Flower by Kenzo in ecological version

Now the word eco-sustainability, it seems to all intents and purposes also entered the world, so glamorous, fashion. In fact, in the wake of other brands, including Kenzo Parfums has adapted, embraced this philosophy and trying to improve suddenly. The project begins with the most famous brand's fragrance, Flower by Kenzo.

The innovation seems to really revolutionize even the simple concept of perfume, because once you finished the contents of the bottle, instead of throwing it and buy a new one, you can go, just in perfumery, and buying a refill for the same. To make this operation happen easily, without causing major problems to the public, the molds were created special bottles of the line, modified to accommodate a dispenser to be changed each time the end product.

So, you unscrew the regulator and tighten so that the bottle can be easily reused in very few moves. In Italy were already distributed about 50,000 refillable bottles in just over three months. With this small and simple trick, you can greatly help the environment as it is reduced by 60% the emissions of greenhouse gases produced during the production cycle of the packaging for the perfume industry.

The eco-ups, so defined, are distributed in all drugstores and seem to be a turning real and tangible, substantial contribution to environmental protection. Flower by Kenzo, is a line between the best-selling and beloved of the House, has always been considered symbolic and poetic, is going to be the absolute forefront of the industry to fully reconcile the demands of the environment and consequently on the planet, with the 'aesthetic hedonism of beauty products and especially the smell.

The fashion house has always been a philosophy applies to its output tied to environmentalism, promoting a more responsible and sustainable fashion in transport, in packaging, and especially in the choice of materials. So this perfume, absolutely unchanged from the classic so loved, took a completely futuristic design, slightly different face, providing an opportunity to endlessly reuse the glass bottle with the eco-refills or sources available in perfumery.

Another step was taken towards the environment, not only proving a great success but also a very positive criticism from the public.

• LVMH to name new head of Kenzo this week: source (03/01/2011)
• Everything's Coming Up Kenzo (12/11/2010)
• Kenzo: star of the east (04/12/2010)
• Industry Report: Kenzo Celebrates 40 Years And Marc Digs Up The Past (14/11/2010)
• Kimora & Djimon Want More Kids (10/01/2011)

Kenzo Takada (wikipedia)