WHITE PAPER CLEAN BEAUTY
White paper
THE BEAUTY RENAISSANCE AFTER CLEAN BEAUTY
John Toner and Spencer Wong present three innovations to reach the enlightened consumer of the next decade
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lean beauty began with an initial focus on accessible product safety. Throughout 2019 and 2020, consumers demanded more from brands, driving wider acceptance of banned ingredients lists pioneered by the European Union. In the US, ‘Clean at Sephora’ embodied this effort and was followed by similar ‘clean’ labelling. Yet this initial definition was only the tip of the iceberg – defining clean beauty based on products that are free from certain ingredients isn’t enough. In the decade ahead, brands that embrace a holistic version of clean (which incorporates an eco-conscious perspective) and embrace innovations to reach the enlightened consumer will reap the benefits of consumer trust and brand loyalty. They will succeed because they will have joined the beauty renaissance in which clean beauty becomes all of beauty.
DEFINING CLEAN BEAUTY
Clean beauty should be defined by four key principles: performance, sustainability, transparency and safety. Ingredients should always be effective, results-driven and of the highest purity. They should be sustainably and renewably sourced from transparent supply chains with complete supporting documentation. Ingredients should always meet high safety standards for final products and can leverage consumer-friendly verifications, such as EWG. Adhering to this definition of clean beauty connects consumers to the sustainability they crave. According to Deloitte’s Global Millennial Survey, 38% of respondents started or deepened business relationships because they believed a company’s product or services to have positive impacts on society and/or the environment, and
24 June 2021
consumers are becoming strong supporters of brands that align with their values.
WELCOME TO THE BEAUTY RENAISSANCE We are entering a decade of renaissance because more and more brands are launching clean beauty initiatives aligned with enlightened consumer needs. Across demographics, people are more curious than ever about every product they’re purchasing. What’s more, consumers are acutely aware of their role in making the world a better place by voting with their wallet. They have lived during difficult times with uncertain futures and they long for a brighter decade ahead. These hyper- connected consumers want to promote sustainability and transparency in all facets of their lives, particularly clean beauty.
INNOVATIONS TO HELP BRANDS THRIVE The good news is that our industry doesn’t have to work in the abstract or compromise on costs. Brands can effectively respond to this ‘new humanism’ using new innovation strategies. Three ingredient-focused examples offer useful case studies.
cosmeticsbusiness.com
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