Gerd von Podewils on how ADA Cosmetics drives sustainable change in the hotel industry – Cradle to Cradle Products Innovation Institute

To better demonstrate its commitment to responsible business, ADA Cosmetics first participated in the Cradle to Cradle Certified Products Program in 2018, with ADA products being awarded Cradle to Cradle Certified Bronze. As a result of the 2023 recertification process, all of the products in ADA’s current portfolio were awarded the Cradle to Cradle Certified Silver status.

We spoke to Gerd von Podewils, Chief Marketing Officer at ADA Cosmetics, to find out how the company’s focus on sustainable and responsible business practices has shaped its approach to product development over the years; why Cradle to Cradle Certified is an important reflection of this approach; and what Gerd sees as the biggest challenges for companies in the industry looking to follow suit and reduce their impacts.

What value does the Cradle to Cradle Certified certification bring to your business, in particular, the scaling of certification across all of your products?

The recertification of our products as C2C Certified this year, and the upgrade from Bronze to Silver status, proves that we are on the right track to accomplish our mission to be the sustainability leader in our industry. It has been always important to us to receive the recognition for our entire product portfolio, not just individual products, or lines for “window dressing”.

Unlike many other certifications that focus on a single measure of sustainability, the Cradle to Cradle Certified Program comprehensively assesses all aspects of product design and manufacturing. This holistic approach encompasses not only the production processes but also factors in social fairness, ensuring that our operations align with ethical principles.

This brings significant added value to our business and the business of our customers, as their guests are increasingly demanding about environmental aspects – rightfully so! It is particularly important to us that this C2C Certified certification is based on a rigorous third-party evaluation to ensure its credibility.

Your key business principle is “Conscious choices, trip by trip”. How does this inspire and guide your approach to circularity and sustainability?

We prioritize the environmental impact of our products, and this commitment is evident throughout our entire operations. It starts with the efforts of our chemists, process engineers, and safety experts in our laboratories, who work diligently to ensure that our products are developed in an environmentally conscious manner. We also focus on resource-efficient production processes and product design to further reduce our ecological footprint. To ensure high-quality, safe, and sustainable products, we develop, test, and optimize hundreds of formulations each year, following the Cradle to Cradle Certified principle.

We are proud to announce that ADA has pioneered within the industry again by publishing our 2020/21 Sustainability Report. Even though reporting on our environmental and social impacts will only become      mandatory as of 2024, we produced this report voluntarily to prove our commitment to transparency and corporate social responsibility. By choosing to share our data with external organizations and actively participating in certification processes like the Cradle Certified Products      Program, we gain valuable guidance that helps us identify the next progressive and reasonable steps on our sustainability journey. Our aim is to send a compelling message to our esteemed hotel customers and their guests: by collaborating with ADA, they can showcase their own unwavering dedication to implementing a robust sustainability strategy. It is a reinforcement of their commitment to guests who are increasingly focused on environmental responsibility.

How long has the concept of circularity been a component of ADA’s business and how does this manifest in your strategy and business activities?

Our company almost unconsciously embedded sustainability as one of its core USPs from the beginning, back in 1979 when the business landscape was vastly different. Our founder, Andreas Dahlmeyer not only invented branded hotel amenities by putting hotel names on the small soaps, but also quickly realized that small plastic portions were inconvenient to use and created massive amounts of waste.

That’s why he invented the first patented hotel dispenser system “press + wash” which was launched in 2012 and is still in use today, having undergone several innovative upgrades. Since then, ADA Cosmetics innovated additional dispenser systems like SmartCare in 2012. It was recently upgraded with a new Safe Lock Seal, which makes it the most hygienic cosmetic dispenser system in the world. Our innovative dispenser solutions deliver a 78% reduction in plastic compared to small portions, which is a reduction of 4 kg per hotel room per year. At the same time, switching from small portions to dispensers delivers a 50% reduction in liquid wastage, which is approximately 8.5 liters per room per year. Imagine the saving potential if all of the 21+ million hotel rooms worldwide were converted to dispenser systems!

The SmartCare dispenser system embraces the idea of circularity because it consists of mono-material (PP) which maximizes the potential for recycling and reusing the plastic chips to produce new bottles; while the bottles of our pump dispenser systems are made from PCR plastic (PET), in many cases up to 100%.    

Further, we are making these systems refillable to produce even less plastic. In this spirit we are running a pilot project with a glass dispenser system, ensuring that we mitigate any risks to guest safety due to breakage. We are also assessing how long the refillable glass dispensers last to determine if the benefits outweigh the increased CO2 footprint of transportation and recycling (compared to that of plastic). This pilot project is just one reflection of our constant journey at ADA to improve the ecological footprint of our products and our company. It also demonstrates how we were ahead of the curve when we first patented the system: today, the discontinuation of small portions is accelerating, and the US states of California and New York have legally banned all small portions. 

ADA’s sustainability motto is: “Leave intact resources behind for future generations.” Can you explain how you put this into practice throughout your business?

First of all, we invest in cutting-edge systems that prioritize energy efficiency and low emissions. One example is our utilization of a cold process for the manufacturing of all rinse-off products like shampoo, shower gel, and hand wash. This process significantly reduces the energy usage by 40 percent. We also decreased our carbon footprint by switching to bio instead of fossil gas.

Further, we implemented advanced processes and technologies to minimize water usage throughout our entire production operations. Our company adheres to the rigorous guidelines outlined in the German Water Resources Act, which emphasizes the preservation of groundwater resources. Groundwater plays a crucial role in the water cycle and is vital for maintaining diverse natural ecosystems. Even when our cosmetics eventually enter wastewater systems after use, we want to minimize any potential impact on water quality.

Finally, we evaluate the recyclability of materials, and we give priority to ingredients that can be sourced as close as possible to the place of production, keeping transport-related emissions low. These are only a few examples; you can find many more in our recently published Sustainability Report.

Go on…you have made the right choice! This certification will not only enhance your sustainability performance but also contribute to the overall improvement of the industry.