Cara Delevingne and Vattenfall Launch World’s First Face Mist from Industrial Waste

Model and climate advocate Cara Delevingne teams up with leading European energy company Vattenfall to launch the first-ever face mist made from industrial waste water: The Industrial Emissions Face Mist. The Vattenfall campaign, by leading creative agency NORD DDB, aims to highlight the beauty of fossil free hydrogen and challenges conventional notions about industrial waste. 

The campaign was teased in Vattenfall’s channels in October 2022 during shooting, and last week, Cara Delevingne hinted at it on her social media channels, sharing how industrial emissions can do wonders for the skin.  

With the face mist, Vattenfall aims to highlight the potential of fossil free hydrogen to power entire industries. The 'Industrial Emissions Face Mist' uses waste water from the production of fossil free steel using fossil free hydrogen, a fuel that emits water instead of carbon dioxide when used. The emissions are so clean that they can be used in a refreshing face mist to put on your face, described as 'systemic change in a 50ml bottle'. 

"Throughout this project, I have learned so much about fossil free hydrogen, working with Vattenfall has allowed me to see first hand how this fuel works and how it can transform  entire industries. Therefore, I’m thrilled to be part of this project and raise awareness about an initiative that demonstrates the huge potential of fossil free hydrogen in replacing fossil fuels. If it takes applying the emissions on my face to spread this message, I am willing to do it," says Cara Delevingne. 

The campaign imitates a communication style found in the world of beauty. It showcases a highly unconventional and innovative beauty product pointing to the power of fossil free hydrogen.  

Delevingne’s commitment to sustainability was a key factor in this innovative collaboration that brings the worlds of beauty and energy together, according to Paul Morel, brand campaign manager, Vattenfall who continues, "Recognising Cara’s important voice as a climate advocate in her community, we believe the partnership is perfect to raise awareness and inform people about fossil free hydrogen, which we believe will be a very powerful tool to decarbonise industries. We need to keep finding new ways to reach and connect with different audiences to demonstrate the progress being made towards fossil free living. We’re not entering the beauty world, but this is a new way for us to send a message in an unexpected way. 

The campaign aims at generating interest and conversation. Therefore, the campaign involves community profile collaborations on global as well as national levels to maximise reach in communities across fields such as beauty, fashion, tech and industry. Cara will also continue to communicate about fossil free hydrogen in her social media channels.  

The campaign was shoot during October 2022 and now launched across Europe. During the next two months, the 'Industrial Emissions Face Mist' will also run as a media campaign across Vattenfall’s markets with different outtakes depending on each market, such as TVC, cinema, digital and social media, digital outdoor units and print units. 

"Vattenfall’s partnership with Cara Delevingne to create the world’s first face mist made from industrial waste is a testament to their commitment to drawing attention to the possibilities of fossil free technologies by breaking into the culture people are already in. They have been consistent in their approach of doing integrated and unexpected communications, and based on the results for the brand it shows that it works," says Jennie Körnung, senior client director at NORD DDB. 

The face mist was produced by the Swedish beauty company c/o Gerd, known for its sustainable beauty products. Although the face mist is not intended to be produced as a commercial beauty product for sale, as part of the initiative, a limited number of face mist bottles have been  produced as proof that the emissions are clean enough to put on people’s face.