In 2012, for the second edition of its Sustainable Development Report, L’Oréal China chose to steer its angle to what is a major issue in a country with a population of over 1.3 billion: responsible consumption. At the same time, the subsidiary published and widely distributed the Research Report on China Sustainable Consumption 2012, which contains a full inventory of how goods are consumed in China. This study was developed by L’Oreal China in partnership with the state think-tank of the Chinese Academy of Social Sciences and the China Consumer Association, one of the country’s leading consumer associations. Current consumption behaviour, government recommendations and emerging trends are all stated in the report. The highly informative research report also provides sustainable consumption guidelines for Chinese consumers, encouraging them to make purchase decisions not only based on the price, but also on the product’s “sustainable” value.