O'right is a Taiwanese brand specializing in eco-friendly hair care products, emphasizing sustainability and green innovations throughout its supply chain and product offerings. The company has achieved notable certifications, including being the world's first carbon-neutral cosmetics company and receiving multiple awards for corporate social responsibility. O'right focuses on product differentiation through customization and innovative green packaging, and actively engages in social and environmental initiatives to promote ecological awareness.

1. Brand Introduction

2. Brand Concept
Nature綠色創新永續
| Pure| Eco-friendly
歐萊德品牌經營分享
Brand Vision
主講 歐萊德國際股份有限公司 right
Everything is all 總經理葛望平

3. The most eco brand of hair care products

4. 活動提案
Brand Concept Management

5. 競爭品牌個性定位
Nature
Fashion & Luxury
Brands Fashion & Luxury
Brands
Gorgeous ECO
Artificial Beauty
Brands Double Faces
Brands
Chemical 4

6. Simple
Blind & POP
Brands Creative & Simple
Brands
Common Innovative
Various & Gorgeous
Common & Luxury
Brands
Brands
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Luxury

7. 綠 色 永 續 組 織
Sustainability organizations
Green Sustainability organizations
O’ right integrates external Integrate
suppliers linking them to various ideas
internal departments, successfully Design
Marketing
completed green supply chain
operation management system. 業務處 企劃部
物流部 Brand 視傳部
Communication Div
Logistics &
Central Circle Research &
transportation
Development
研發
資材部
處
資材
製造處
Green Supply Chain 部
Raw materials &
Warehouse Equipment
Management Manufacturing
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8. ECO-Friendly材質運用
The use of ECO-Friendly materials
Eco- Packaging
Biodegradable material
Eco-carton with
Product catalogue/ TAIWAN Green Mark
Advertising
Use airbags to protect our
goods while shipping:
Reusable and recyclable
Natural organic raw Eco- Product
materials certification
Refuse to use PVC
7

9. GMP/ Carbon
Neutral Factory
The First Cosmetic GMP Green Plant in Taiwan
Greener．Low Carbon
• ISO 9001
• ISO 14001
• ISO 22716
• GMP
• Green Building
• Carbon Neutral Plan
O’right Factory-3D
Simulation
GMP green factory will be completed by 2012.
Wind and solar power will be applied to manufacture.
Water Recycle System will be designed and included. 8
Make products more eco-friendly and greener.

10. 綠色供應鏈改造行動
Green Supply Chain Transformation
Elevate green competiveness and create green values
Obtain green Produce green Produce green Green innovations
certification organic products organic products to service
fulfill CSR
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11. 活動提案
Green Honor

12. 價 值 創 造
The first hair care company awarded
“Taiwan Superior Commercial Service
Brand” from the government.
11
Taiwan Vice President (left) with O’right CEO (right) The press released on Office of the President’s
website, Taiwan

13. 碳中和計畫
World’s first SME passed “Product Carbon Footprint” verification
World’s first bottle of shampoo passed “Product Carbon Footprint” verification
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Taiwan Premier (left) with O’right CEO (right)

14. World’s 1st cosmetics company to be certified as
“Carbon Neutral” under PAS2060 framework.
Taiwan’s 1st SME gained PAS 2050 Product Carbon
Footprint Verification.

15. World’s 1st Shampoo to be certified as “Carbon
Neutral” under PAS2060 framework.
World’s 1st Product gained PAS 2060 “Carbon Neutral”

16. CSR 獲獎
Sustainable Promise~ Everything is all right
Selected as “Excellent CSR among SMEs in Taiwan, 2011” by
the Ministry of Economic Affairs.

17. Received the first place of
“Green Brand” survey conducted by
Business Next Magazine

18. Golden Pin Design Mark
The first hair care product managed to achieve this
award.
17

19. 臺灣綠色典範獎
In 2011, O’right awarded the 1st ever
“Taiwan Green Classics Award” which is a National Award grated by
the Ministry of Economic Affairs
Taiwan Vice President (left) with O’right CEO

20. APEC Speech
In 2011, O’right was delegated
by Taiwan SME to attend APEC
conference held in Montana, USA.
Carbon Neutral
Program

21. The innovation of O’right had been
widely reported by the media….…

22. USA Magazine “American
SALON” - Oct of 2011

23. USA Magazine ”Salon Today”- Aug of 2011 issue

24. German ELLE-Sep of 2011 issue

25. Taiwan Magazine “Cheers” July of 2010

26. 台灣媒體- 《天下雜誌》 2011年4月報導

27. Taiwan Magazine ”Manager Today” June of 2011

28. “National Geographic “ Taiwan – Oct of 2011

29. Title Page Report of Management
Magazine – Nov of 2011

30. Korean Green Report – 2011 Spring

31. Hong Kong Media- “New Holiday” Sept of
2011

32. 競 爭 優 勢
Mass Media report - “Tree in the bottle”
TVBS新聞報導 三立新聞報導
中視新聞報導 東森新聞報導
聯合報報導
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33. 活動提案
Green Exhibitions

34. 33
Green Exhibition Cosmoprof Bologna

35. 34
Green Exhibition Cosmoprof Bologna

36. Green Exhibition Cosmoprof Bologna

37. Green Exhibition Cosmoprof Bologna

38. Green Exhibition
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GuangZhou International Beauty Expo

39. Green Exhibition
GuangZhou International Beauty Expo
38

40. Green Exhibition
GuangZhou International Beauty Expo
39

41. Green Exhibition
GuangZhou International Beauty Expo
40

42. Green Exhibition
GuangZhou International Beauty Expo
41

43. Green Exhibition
GuangZhou International Beauty Expo

44. Green Exhibition
43
GuangZhou International Beauty Expo

45. Green Exhibition
GuangZhou International Beauty Expo
44

46. Find your Market Position
活動提案

47. Price Positioning
Professional Hair Salon Market ~ The strategy of O’right price positioning
High end
O'right compared prices of
international and domestic
brands and found that there was
an opening for it to cut into the
market at this price zone.
Top price among Taiwanese
Brand
(e.g.1000ml Shampoo)
Low end
46

48. 競 爭 優 勢
Core Competiveness (DCVC)
Differentiation
We are innovative and different, going beyond the satisfaction
of customer’s expectation.
We place great emphasis on green product value, with an
image of “natural, pure and eco friendly”.
The differences are presented on each touch point of the brand
in order to create the Priority for the brand.
Customization
We are customer-service orientated and established the first
“Customization Project Department” in this industry. We have
the ability to design and produce locally by ourselves.
Therefore, we can entirely satisfy customers’ requirements of
“diversification”, “real-time” and “product segmentation”.
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49. 競 爭 優 勢
Core Competiveness (DCVC)
Value-Creating
Communicating with customers by green products and green
promotions enhances the brand identity among customers and
the superiority in distribution competitions.
Enhancing the competitiveness of customers. Creating the
value of the product itself, distribution customers and society.
We persist to be friendly with the environment and commit to a
better life for the next generation to enhance brand value and
reputation.
Collaboration
We employ different levels of competitive cooperation to
transform suppliers into proactive roles during the “value
creating” process.
We build up a better communication for all participants and
integrate entire supply chains in our “Eco Promise” to co-create
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the “greener and better”

50. 活動提案
Build Up Your Unique Value
Product & Service Innovation

51. 綠 化 產 品 包 裝
Greening product package
Green Packaging
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52. 綠 化 產 品 包 裝
Greening product package
51

53. 綠 化 產 品 包 裝
Greening product package
10L eco-packaging, is the first patented shampoo
eco-container in the country.
Republic of China patent number D133527.
Saves 200,000 400ml plastic bottles per year.
Saves electricity and low carbon- It does not
contain dimethicone, reduces time for drying
hair, and reduces electricity usage for various
hair equipment and air-conditioner.
Conserves water-Fine soft bubble foams, easy
to wash off.
52

54. 綠 化 產 品 包 裝
Greening product package
1000ml Refill - original product packaging can be reused.
1000ml 1000ml
buy once & reuse | Reusable after first purchase.
53

55. 競 爭 優 勢
The product concept of Tree in the Bottle –
”Cradle to Cradle”
54
Cradle to Cradle作者 德國 布朗嘉博士 對台灣有此產品感到興奮！

56. Innovative Techniques
PLA material – Certified by 4 Major
International Biodegradable Associations.
Taiwan Patent M 384512
China Patent ZL 2010 2 0205667.2
Germany Patent Nr.20 2010 016 371.4
55

57. O’right’s innovative packaging design-“Flora Box”
Validated by FSC (Forest Stewardship Council)
Printed by soy ink which is non-toxic and non-pollutant and
environmental friendly.
Embedded handmade seed paper is made of water
bamboo shells
Not only grow a seed into a plant but also give the package
a brand new life.

58. 活動提案
Distribute Green Concept to Worldwide

72. O’right’s points in “Corporate
Social Responsibility”
Except the costs of “Materials” and
“Labors”, enterprises should put more
emphasis on the “Social” and “Ecological”
costs.
In other words, except the benefits of
business, employees, customers and
boards, enterprises should think highly of the
“Social” and “Ecological” benefits.

73. 二、 管理維護
CSR
品牌行銷密集度
Taiwan Fund for Children and Families Program:
In 2007, we sponsored US$455,200 worth of products and cash to
help impoverished children and foster the next generations.
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74. 二、 管理維護
CSR
品牌行銷密集度
ORBIS Program:
In 2008, we sponsored ORBIS US$627,600 worth of
products and cash for saving sight of blindness
children.
Cooperate Sponsors:
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75. 競 爭 優 勢
Green Sustainable Marketing Campaign
Love Earth Card
By signing “2009 Love Earth Card” to educate our children
the importance of protecting environment.
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76. 二、 管理維護
CSR
品牌行銷密集度
Sponsored Guo-An Elementary School
attend International Junior Football Tournament in 2009.
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77. Sponsored Eden Social Welfare Foundation
help children with developmental delay in 2012

78. Green Sustainable Marketing Campaign
CSR- Eco Education
In 2009, we sponsored the premiere of “HOME”.
Invited 1,200 customers to participate and watch the crisis our earth is facing

79. 價 CSR創 造
值
“HOME” - Book
Support the concept of saving the Earth - We all have the power to
change!
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80. Green Sustainable Marketing Campaign
2010 Sight the New Green Salons
-10 seminars were held in Taiwan | More than 1,700 customers attended
O’right carbon reduction and environmental protection have both received positive
customer response. Hairdressing that embraces green carbon reduction is taking big
steps forward, while planting the seed to promote environmental consciousness.

81. 社 會 CSR 責 任
企業
“±2℃” – Taiwan’s first documentary of environmental
protection
In 2010, we sponsored the DVD duplication of “±2℃” .
To advocate the importance of environmental protection and send to
the customers as complimentary DVDs.
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82. 社 會 CSR 責 任
企業
“HOME” - Book
To show our continuous support, we sponsored the publication of the
continuation of “Home”. It helps us understand what we can do to
make our Earth greener and better.
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83. Green Sustainable Marketing Campaign
In 2010, we sponsored “Association of Pingtung Indigenous
Culture and Education” to rebuild joyful learning
environments for children in typhoon-stricken regions.
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84. Green Sustainable Marketing Campaign
2010 Reforestation Project - O’right cooperated with NTU
Experimental Forest
We sponsored the tree planting activity. To raise consumers and
enterprises’ environmental awareness to create a green
homeland.
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85. Green Sustainable Marketing Campaign
Turn Off the Light and Love the Earth!
O’right led more than 3,800 Taiwan hair salons to participate in
“Earth Hour 2011” to turn off the lights for 1 hour global synchronized.

86. participates in the activity along with 135 countries and 1.8 billion people

87. We are clear about what kind of shampoo
our customers need,
but what about the shampoo our rivers are
expecting?

88. Thanks !