Judy Price (eighth from the left) and the speakers

PARIS — Judy Price’s mission to make the beauty world a more sustainable place just notched up a gear, after the master class program she organized on Sept. 12 here.

“The Science & Sustainability of Beauty Masterclass” was held at the Institut Pasteur Paris for the entire day, drawing speakers from L’Oréal, Coty Luxury, the Estée Lauder Cos. Inc., Symrise, LVMH Moët Hennessy Louis Vuitton and Johnson & Johnson. Five-hundred students and young professionals took in the talks at an auditorium nestled in the sprawling scientific research campus.

They also had a chance to peruse the informational stands set up by each company.

“I think a Millennial audience does not want to do what their mothers or fathers did — in any aspect. Especially in the cosmetics world, which changes every single day,” Price told WWD. “So they don’t want to use their father’s aftershave lotion or hair whatever, or makeup of their mothers. They just do not. And forget the grandmothers — I mean, that’s a whole other world away.

“The whole idea for me, as an outsider, was to create a not-for-profit institute focused on the science and sustainability of beauty,” continued Price, referring to the National Beauty Science Institute she presides over and began in 2016.

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The Avenue magazine founder conceived the NBSI then recruited research and development leads from big beauty players to work to build a beauty sustainability curriculum. Price was driven to the initiative after noting a shift in Millennial behavior — namely, that they care more about sustainability.

The Paris event was like a 2.0 version of the NBSI’s master class program, with a test run done last year in the U.S. “As they say in theater, I did a trial in Philadelphia, and now I’m on Broadway,” said Price with a laugh.

For the Paris colloquium, she asked beauty executives to eschew a commercial message and, rather, talk from their hearts.

L’Oréal executives discussed the company’s Sharing Beauty With All sustainability program. Meanwhile, the Estée Lauder Cos. team talked about the cosmetics industry’s road ahead, and LVMH executives titled their session “New Frontiers for Natural Cosmetics.”

Coty Luxury speakers concentrated on environmentally friendly sun protection products, packaging and new innovation models. Johnson & Johnson’s speech was called “Shaping the Future of Health and Beauty Through Science and Innovation,” and Symrise’s was about how scent and care can lead to better living.

“It’s quite visionary to put together different companies with a very targeted audience, like students, because it allows them to better understand our industry, what’s behind the scenes, the challenges we are facing, and at the same time make our companies attractive to this audience and attract talents,” said Jean-Christophe Jourde, president of the Estée Lauder Cos. France, who called the master class a “true success.”

The talks were filmed so each company can use its o footage internally or externally.

Meanwhile, Price is forging ahead, already hard at work on the NBSI’s next beauty master class, which is slated to take place at the Institut Pasteur of Shanghai on Sept. 13, 2019.

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