Shark and Marine Conservation   Sharkwater debut at UK cinemas L'Oreal - Because Shark's are Worth It! Horrid day at Harrods Ocean's twelve Calendar girl takes top shot Making a killing out of sharks Keeping the faith Dead in the water Oceanic whitetip closer to extinction Bite-Back serves up shark victory     L'Oreal - Because Shark's are Worth It! Concerns over the survival of shark species has prompted leading cosmetic brands to drop shark liver oil as a moisturising base for creams and lotions. A spokesperson for Unilever said its decision "... is part and parcel of becoming as responsible as one can in our supply chain." Instead it has started switching to plant sources for the compound, squalene. The announcement comes at a time when a staggering 270,000 sharks are killed each day to meet industrial and consumer demand for meat, fins, liver oil and cartilege. Bite-Back, the UK's fastest growing shark and marine conservation group says the news is further evidence that shark conservation is making it onto the agendas of massive blue chip companies. Just 12 L'Oreal make-up formulas, including eight lipsticks under the Shu Uemura brand name still contain shark squalene. The director of sustainable development for L'Oreal, Pierre Simoncelli, said: "We hope to finalise this substitution programme for these remaining formulas in 2008." Bite-Back is actively campaigning to devalue dead sharks by altering the supply and demand principle for shark related products. Campaign director for Bite-Back, Graham Buckingham, said: "The decision by top cosmetic companies to source alternatives to shark squalene has been inspired by the increasing concern for worldwide shark populations." Research suggests that levels of shark populations have plummeted to just 10% of those recorded in 1950. Graham Buckingham said: "Any business that profits from a dead shark is guilty of endorsing an underwater genocide. It's time that the world learned to regard sharks with the same reverence as lions and to condem retailers and organisations that continue to trade in shark derived products." Click here to tell Holland & Barrett how you feel about its continued sale of shark cartilage capsules.