Korres
Korres
Korres
Report
Korres Natural Products
Elizabeth Kyi, Andrea Della Mattia, & Jacqueline Trunks
Table of Contents
SECTION I: HISTORY & PROFILE
3-4
5-10
PRODUCT OVERVIEW
SUSTAINABLE PRODUCTS & BUSINESS PRACTICES
ETHICAL BUSINESS PRACTICES
SUSTAINABLE & ETHICAL GUIDELINE ADHERENCE
MARKETING & PROMOTION
5
6
7
7-8
9-10
11-15
MISSION STATEMENT
CORPORATE SOCIAL RESPONSIBILITY
CODE OF CONDUCT
CONCLUSION
11
12-14
14-15
WORKS CITED
17-18
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George and Lena Korres founded Korres Natural Products in 1996 in Athens,
Greece. 1 George started playing with ingredients and products when he was just
eight years old in his mothers pharmacy. He would always say Im going to make
my own face creams when I grow up.1 He went on to study pharmaceuticals in
1988 at the Pharmacy School of the University of Athens. This is where he truly fell
in love with herbal preparations, natural remedies, and cosmetics. When he opened
his first retail store in 1996, the philosophy was the use of natural and/or certified
organic ingredients of the highest quality.1 Lena is currently the Brand
Development Director for Korres. 2
The first product Korres made was aromatic herbal syrup with honey and aniseed,
which Georges grandfather used back in his hometown. The brands most well
known product was launched the same year. This product is a Wild Rose 24 hour
moisturizing and brightening cream. It went on to be a world best seller.1
Their second best seller was three years in the making, a yoghurt cooling gel that
was 100% edible. This product sold over 1,000 pieces per day since the day it hit the
market, becoming an instant international best seller.1 In late 2003, Greeces Head of
State awarded George Korres the Innovation and Business Development Award for
this yoghurt product.1 In 2004, Korres opened two stores in Spain and joined the
Sephora network, which is a global chain of cosmetic stores. 1 That same year,
Korres was awarded the Nobel Prize for their research on anti-aging and the
ubiquitin-proteasome system. 3
In the following years, Korres finally hit Asia and began to work with the worlds top
fragrance houses in Tokyo, Geneva and Gras, on three unique formulations to best
represent the brands mood through scent.1 One of Korres best appreciation
comments came from Marie Clare in 2012 that named Korres products as one of the
top twenty-five products that will change your life.1 In 2011 Korres turned fifteen
years old and in honour of this, George decided to revisit his grandfathers recipes
and introduced a limited time rakomelon recipe in celebration.1
Today Korres employs more than 300 employees in countries such as Greece, where
its head office is located, Germany, France, Russia, Korea, Bulgaria, Czech Republic,
and Singapore. 4 There are currently five stores in Greece, one in Bulgaria, one in
Cyprus, one in Czech Republic, three in France, two in Germany, one in Korea, one in
Russia, one in Singapore, one in Slovakia, two in Spain and two in the United Arab
"How we Started: Timeline." Korres Natural Products. N.p., n.d. Web. 1 Feb. 2013.
<http://www.korres.com/default.aspx?page_id=198>.
2 "How we Started: Lena and George Korres." Korres Natural Products. N.p., n.d. Web. 28 Jan. 2013.
<http://www.korres.com/default.aspx?page_id=217>.
3 "Behind the Brand: George Korres." Kit blog. N.p., n.d. Web. 28 Jan. 2013. <http://www.kitcosmetics.com.au/blog/BEHINDTHE-BRAND-GEORGE-KORRES.aspx>.
4 "Around the Globe: Global Presence." Korres Natural Products. N.p., n.d. Web. 1 Feb. 2013.
<http://www.korres.com/default.aspx?page_id=238>.
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"Around the Globe: Global Presence." KORRES NATURAL PRODUCTS. N.p., n.d. Web. 1 Feb. 2013.
<http://www.korres.com/default.aspx?page_id=238>.
5 "Korres Natural Products SA (KORRES) - Financial and Strategic SWOT Analysis Review." New Market Report. N.p., n.d. Web.
28 Jan. 2013. <http://www.pr-inside.com/new-market-report-korres-natural-products-r2974810.htm>.
2
Korres Natural Products has face and body skincare, hair, suncare, make-up,
fragrance, herbal pharmaceuticals, and oral care in their product mix, as well as a
whole line dedicated to men. Their product line-up contains moisturizers, cleansers,
scrubs and masks, serums, and regimen kits. Collections are based on different
natural ingredients such as quercetin and oak, wild rose, pomegranate, yoghurt and
milk proteins.
Heart." Korres Natural Products. N.p., n.d. Web. 28 Jan. 2013. <http://www.korres.com/default.aspx?page_id=235>.
"Developing: Product Development." Korres Natural Products. N.p., n.d. Web. 28 Jan. 2013.
<http://www.korres.com/default.aspx?page_id=222>.
6"Our
7
Not only are the products themselves sustainable, but so is the packaging, as it is
99% recyclable. Korres uses environmentally friendly packaging materials and
designs each product so that each individual part can be separated and recycled.
They ultimately try to avoid excess packaging by eliminating boxes for their hair and
body products. Any gift boxes are also made out of recyclable cardboard to ensure
sustainable gift giving.6
Korres sustainable business practices primarily focus on the heart and root of the
operation the organic farmer. The company uses micro farmers that follow
necessary procedures to ensure the sustainability of local flora and in providing
certified organic crops.6 The farmers, known as plant hunters, serve to protect
Greeces 1200 indigenous flora by selecting ideal cultivation regions based on
climate and soil criteria. This is especially important in protecting the endangered
herbs and in sustaining plant populations.6 Korres also helps out Friends of Oak
and Nature by contributing to the replacement of illegally cut oak trees. They
donate to an annual fund and cooperate with local authorities in terms of a
protection plan.6
"Our Heart." Korres Natural Products. N.p., n.d. Web. 28 Jan. 2013. <http://www.korres.com/default.aspx?page_id=235>.
Korres Natural Products deeply values its roots and is dependent upon a network of
individuals that share the vision of sustainable and ethical business, mainly its
farmers. Korres cooperates with micro-farmers, agricultural unions, and educational
and social institutions including rehabilitation and prison farms. 6 They aim to teach
their partners about organic farming and sustainable agricultural systems and
support them financially through purchasing their produce to be used in product
formulations. They support solely organic farming through contractual agreements
and choose not to cultivate themselves in order to support the farmers and their
unions, as well as the community.6 Korres also works to include individuals with
special needs into their network in order to provide them with vocational
experience. 6 As much as Korres values its community and people, it also values the
animals by using no animal testing or animal by-products, therefore making all
products vegetarian and in some cases even vegan. 7
Korres Natural Products ensures their products adhere to ethical and sustainable
guidelines both internally and externally. Third parties such as the ISO certify the
Korres plant for Quality Management, Cosmetics: Good Manufacturing Practices,
and Environmental Management System. 8 The last certification is the most
important, as it addresses environmental impact and performance. ECOCERT has
also certified Korres for Natural and Organic Cosmetics.9 The principles of this
standard maintain:
1.
2.
3.
"Our Heart." Korres Natural Products. N.p., n.d. Web. 28 Jan. 2013. <http://www.korres.com/default.aspx?page_id=235>.
"Developing: Product Development." Korres Natural Products. N.p., n.d. Web. 28 Jan. 2013.
<http://www.korres.com/default.aspx?page_id=222>.
8 "ISO 14000 - Environmental management." ISO - International Organization for Standardization. N.p., n.d. Web. 28 Jan. 2013.
<http://www.iso.org/iso/home/standards/management-standards/iso14000.htm>.
9 "Natural and Organic Cosmetics." Ecocert - Certification body. N.p., n.d. Web. 28 Jan. 2013.
<http://www.ecocert.com/en/natural-and-organic-cosmetics>.
6
7
"Our Heart." Korres Natural Products. N.p., n.d. Web. 28 Jan. 2013. <http://www.korres.com/default.aspx?page_id=235>.
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George Korres, about 25 years ago, put his passion for homeopathic pharmaceuticals into
action and founded the Korres brand. As a small-scale brand based out of Greece, Korres
began and has remained dedicated to ideas of ethical and sustainable practice. 1 The
overall company mission encompasses the following three ideals:
Use of natural, herbal ingredients
Helping farmers and communities
Protecting natural resources10
In general, the brand aims to create products that are safe for skin and the environment.
"All About Korres." Korres Natural Products. Johnson & Johnson Consumer Companies, Inc., n.d. Web. 28 Jan. 2013.
<https://www.korresusa.com/all-about-korres>.
1 "How we Started: Timeline." Korres Natural Products. N.p., n.d. Web. 1 Feb. 2013.
<http://www.korres.com/default.aspx?page_id=198>.
10
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Korres employs Korres provides a Corporate Social Responsibility report for public
consumption on their international website. The full report can be found at:
http://www.korres.com/default.aspx?page_id=235
They term the report Our Heart, befitting because their entire business plan seems to
revolve around their incorporation of ethical and sustainable business practices in all
stages of production. Thus the heart of their company lies in the concepts outlined in
their CSR.
Korres breaks down their CSR into seven main categories:
1. Herbs
2. Co-operations
3. Extractions
4. Research
5. How We Produce
6. Eco
7. Our People (coming soon to their CSR)
HERBS
Korres emphasizes their commitment to all natural ingredients and the healing power of
herbs and homeopathic remedies. This sections focuses on the protective and
moisturizing properties of wild rose, pomegranate as a rich source of minerals and
antioxidants, and the antibacterial nature of achillea. This section also highlights the
importance the company places on safeguarding natural ingredients and sustaining plant
populations.
Korres collaborates with the agricultural sectors of local communities in order to source
their plants under ideal cultivation environments while supporting local farms and aiding
social issues such as unemployment, underdeveloped rural regions, and insufficient
funding within the local agricultural sector. As a company, they aim to strengthen local
economies while ensuring ideal conditions for the growth of their quality natural
ingredients. 6
CO-OPERATIONS
Korres purposely hires local organic farmers on a contractual basis instead of growing
their own ingredients in a vertically integrated business system, in active pursuit of
working with rather than against the local economy. 6
6
"Our Heart." Korres Natural Products. N.p., n.d. Web. 28 Jan. 2013. <http://www.korres.com/default.aspx?page_id=235>.
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EXTRACTIONS
This section runs through the process by which Korres extracts active ingredients from
plants at their own environmentally friendly, ISO and ECOCERT certified herb extraction
unit. They use natural rather than chemical solvents so that the residue can be turned
into organic soil and sent back to their network of organic farmers, creating an entirely
no-waste operation. 6
RESEARCH
Korres is dedicated to finding homeopathic remedies for cosmetic issues using primary
and applied research based on verified benefits and clinical efficacy. They heed an
ongoing commitment to projecting the benefits of herbs and develop environmentally
friendly products that are comprised of a natural content ranging from 80-99%.6 Korres
recognizes the growing prevalence of green-washing in the cosmetics industry and thus
strives to be entirely transparent with consumers about the ingredients of Korres
products.6
HOW WE PRODUCE
Korres prioritizes quality in their production. As a company, they strive to exceed
compliance standards for pharmaceuticals. Furthermore, they apply these strict
standards to all stages of production and distribution.6
ECO
Every business decision within the company is fueled by their core value of doing the
right thing. All formulations are developed with certified organic ingredients and all
ingredients are collected in a manner that protects endangered herbs and sustains plant
populations. Korres avoids the use of chemicals that can harm both skin and the
environment and stick to biodegradable ingredients.6
They have also developed a plant extraction method that results in up to eleven
derivatives being extracted from a single plant to be used in formulations. Residue is then
turned into organic soil and returned to organic farms to be reused.6
6
"Our Heart." Korres Natural Products. N.p., n.d. Web. 28 Jan. 2013. <http://www.korres.com/default.aspx?page_id=235>.
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Korres also contributes toward Friends of Oak & Nature, which is a union on a mission to
protect the biggest Oak forest in Southeast Europe that is currently threatened by illegal
wood-cutting and arson. 6
CODE OF CONDUCT
Korres provides the Code of Conduct, entitled Eco-Conscious Policy, by which they
dictate their business practice at the following link:
http://www.korresusa.com/all-about-korres/eco-conscious-policy
"Our Heart." Korres Natural Products. N.p., n.d. Web. 28 Jan. 2013. <http://www.korres.com/default.aspx?page_id=235>.
"Eco Conscious Policy." Korres Natural Products. Johnson & Johnson Consumer Companies, Inc., n.d. Web. 2 Jan. 2013.
<https://www.korresusa.com/all-about-korres/eco-conscious-policy>.
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CONCLUSION
Since its inception, Korres Natural Products has been a model company that has
paved the way for a new generation of businesses in the cosmetics and skincare
industry. With their growing success and international following in the mainstream
beauty world, Korres has established a new set of standards for sustainable and
ethical business practices. They truly are an incredible company.
15
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Fletcher, Kate. "Ethically Made." Sustainable fashion and textiles: design journeys. London: Earthscan, 2008. 61-73. Print.
"Natural formulations, maximum results." Korres Natural Products. N.p., n.d. Web. 28 Jan. 2013. <http://www.korres.ca/>.
16
WORKS CITED
"All About Korres." Korres Natural Products. Johnson & Johnson Consumer
Companies, Inc., n.d. Web. 28 Jan. 2013. <https://www.korresusa.com/allabout-korres>.
"Around the Globe: Global Presence." Korres Natural Products. N.p., n.d. Web. 1 Feb.
2013. <http://www.korres.com/default.aspx?page_id=238>.
"Behind the brand: George Korres." Kit blog. N.p., n.d. Web. 28 Jan. 2013.
<http://www.kitcosmetics.com.au/blog/BEHIND-THE-BRAND-GEORGEKORRES.aspx>.
"Developing: Product Development." Korres Natural Products. N.p., n.d. Web. 28 Jan.
2013. <http://www.korres.com/default.aspx?page_id=222>.
"Eco Conscious Policy." Korres Natural Products. Johnson & Johnson Consumer
Companies, Inc., n.d. Web. 2 Jan. 2013. <https://www.korresusa.com/allabout-korres/eco-conscious-policy>.
"Korres." Facebook. N.p., n.d. Web. 28 Jan. 2013.
<https://www.facebook.com/korres?fref=ts>.
"Korres." Twitter. N.p., n.d. Web. 28 Jan. 2013.
<https://twitter.com/KORRES_OFFICIAL>.
"How we Started: Timeline." Korres Natural Products. N.p., n.d. Web. 1 Feb. 2013.
<http://www.korres.com/default.aspx?page_id=198>.
"How we Started: Lena and George Korres." Korres Natural Products. N.p., n.d. Web.
28 Jan. 2013. <http://www.korres.com/default.aspx?page_id=217>.
"ISO 14000 - Environmental management." ISO - International Organization for
Standardization. N.p., n.d. Web. 28 Jan. 2013.
<http://www.iso.org/iso/home/standards/managementstandards/iso14000.htm>.
Jacqueline Trunks, Andrea Della Mattia & Elizabeth Kyi
17
"Natural and Organic Cosmetics." Ecocert - Certification body. N.p., n.d. Web. 28 Jan.
2013. <http://www.ecocert.com/en/natural-and-organic-cosmetics>.
"Natural formulations, maximum results." Korres Natural Products. N.p., n.d. Web. 28
Jan. 2013. <http://www.korres.ca/>.
"Our Heart." Korres Natural Products. N.p., n.d. Web. 28 Jan. 2013.
<http://www.korres.com/default.aspx?page_id=235>.
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