Garnier executive states that sustainability is not enough to alter consumers' shopping habits.

• Garnier, a subsidiary of the L'Oreal Group, was established in France in 1904 by Alfred Amour Garnier and has since become a leading global beauty brand.
• The company has introduced a new no-rinse conditioner that uses 100 liters less water per tube compared to a traditional wash-out conditioner.
• The product's packaging uses 75% less plastic than traditional conditioners and is produced in a carbon-neutral factory that recycles water.

Garnier's global brand president, Adrien Koskas, emphasizes that sustainability is not enough to change consumers' shopping habits; products must prioritize the consumer's needs first and foremost.

Adrien Koskas, in an interview with CNBC's "Marketing, Media, Money," revealed that a yearly survey is conducted to gauge people's commitment to sustainability.

He stated that they interviewed 30,000 people in nine countries and 83% of them expressed a desire to be more sustainable daily, which is a significant number, but only 5% of them actively practice sustainability on a daily basis.

Garnier, a part of the , was founded in France in 1904 by Alfred Amour Garnier and is now one of the world's biggest beauty brands. Koskas told CNBC that the brand recognizes that sustainability can be an overwhelming topic for many people who don't know where to start making a difference.

We are partnering with National Geographic to educate 250 million people on how to become more sustainable every day through content on recycling beauty products and using less water in a beauty routine. This mission aligns with our values and helps consumers in their green quest, as stated by Koskas.

The global brand recently introduced the "first ever mass market no rinse conditioner," which claims to save 100 liters of water per tube compared to traditional wash-out conditioners. Additionally, the product's packaging contains 75% less plastic than traditional conditioners and is produced in a carbon-neutral factory using a water loop to reuse any water needed in its production.

Garnier has set sustainability targets, including some for as early as 2025, and Koskas remains confident they can be met. "We are confirming those objectives today. We have very clear KPIs that we track every other month with my team, we regroup, we look at the conception, we have a recycled plastic because we want to have zero virgin plastic by 2025," he said.

Garnier is eager to inspire others to join their sustainability mission through their "One Green Step" initiative on social media.

If you share Garnier's "One Green Step" video, the brand will recycle five bottles of plastic. Additionally, if you share your own "green steps" and how you are making a difference, the brand will recycle ten bottles of plastic.

Garnier aims to inspire sustainability through the "snowball effect" of sharing.

Koskas informed CNBC that the brand's sustainability initiatives have impacted its profitability.

We don't view sustainability and profit as separate entities. Instead, we believe that doing what is right is our responsibility, regardless of the cost. Our focus is on determining how we can achieve this goal, rather than measuring the financial impact.

Garnier's earnings results are included in L'Oreal's larger consumer products division, and a review of the past few years reveals a relatively stable operating profit. Specifically, the unit's profit as a percentage of sales was 20% in 2017, 20.4% in 2020, and 20.2% last year.

This is just the start of the brand's sustainability goals, says Koskas.

Our goal at Garnier is to be the world's leading sustainable beauty brand.

"We've made a good start with our green beauty commitments, but there's still a long way to go. We're modest and determined to do even more," he stated.

Garnier has the potential to revolutionize the beauty industry by promoting sustainability and engaging with consumers globally.