Hair O’right Int’l. Corp.-The determination for “green” innovation has earned fame and fortune for O’right(歐萊德國際股份有限公司)
As a brand promoting the concepts of “nature, purity and environmental protection”, O’right is the only green haircare brand that infuses environmental sustainability into its marketing, design, development, manufacturing, distribution, and client services. Holding sustainability as the core value of business, O’right has successfully leapt to the international stage, exporting all over the world. Encouraging the haircare industry to go green is not just a part of O’right’s corporate social responsibility (CSR), but its true calling.
At the start- up stage of O’ r ight, Chairman Steven Ko’s parents passed away one after the other due to kidney disease and lung cancer. The double whammy affected Ko profoundly. He was resolved to promote green innovation and started to ponder the concept of co-existing with nature. From that moment forward, Ko decided to transform O’right into an environmental enterprise and become a green haircare enterprise.
In 2011, O’right launched the world’s first carbon-neutral shampoo. The bottle was made from 100% biodegradable material and embedded with a seed at the bottom of the shampoo bottle. The seed of Taiwanese acacia would sprout and grown into a tree after the bottle broke down in the soil and became compost. The “tree in the bottle” concept not only earned many international awards and caused a sensation at European exhibitions, but also gained consumer recognition and boosted company sales to grow 400%.
“I realized that economic performance is not the only goal of an enterprise. Ecological and social outcomes should be taken into account as well,” said Chairman Ko. As a result, O’right implemented green innovations in its product supply chain and all walks of life. The headquarters is the first green cosmetic- manufacturing factory in Asia. Through the careful design of the ventilation system, the air conditioner is turned on for only 45 days a year. The indoor temperature stays at 28 ℃ even when the outdoor temperature rises to 34℃ in the summer. Among the 20,000 hair salons in Taiwan, around 30% are clients of O’right. O’right is always keen to invite these clients to collaborate on energy-saving equipment upgrades, promotions of water- conserving rinse mechanisms, and Earth-hour initiatives.
Recently, the trend has emerged that consumers impulsively buy products online, change their minds, and then return the products for refunds, resulting in large numbers of returned goods. These returned goods have added heavy loads to companies’ logistics systems and produced a lot of unnecessary carbon emissions and negative environmental outcomes. With the aid of ‘Project Rising Star in Green Innovation for SMEs’ in 2014, O’right invited 8 cross-industrial enterprises to form the Green E-commerce Alliance (Greenec), proposing that e-commerce suppliers be responsible for consumer education and supply- chain management to enhance sustainable cooperation between consumer behavior and supplier operation. The focus of Greenec is to create a positive commercial system that is beneficial for the environment, society, and consumers.
Environmental sustainability is the core value of O’right. From providing consumers with heart-touching green products to becoming a spokesperson
for green innovation, O’right has proven that made-in-Taiwan (MIT) products can take center- stage in the international green market.