Following the famous Irish song, we can close our eyes and picture a vast forest of cosmetic products on the market, a wooded landscape made up of many shades of green. Which one is the greenest? The answer depends on many factors such as the product application, brand concept and also the packaging. In fact, saying a product is “natural” or “organic” has become too generic, and green positioning has evolved into a complex and fascinating matrix involving several environmental aspects. This is why, when starting a new project, it is important to define exactly what green shade the brand concept fits with. Here I shall list the latest, as well as the classic shades.

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