24 COLOUR COSMETICS
Figure 5: Sustainable cosmetics
products that will not only address consumer needs but differentiate brands. As seen in Figure 5, half of global consumers define the sustainability of colour cosmetics by the formulation ingredients. Just over one third of consumers (35%) say that the packaging of colour cosmetics defines its sustainability profile, and about one in six consumers say they don’t know what would make colour cosmetics sustainable. In this study, consumers were asked to describe sustainability of colour cosmetics. Their responses offer an additional insight beyond how they define sustainable cosmetics. Most consumers listed multiple details in their individual responses. Answers such as “natural and biodegradable
ingredients”, “sustainable ingredients and recycled packaging”, and “clean ingredients and no animal testing” were submitted. In their own words, consumers are offering definitions of sustainability for colour cosmetics, but they are also reinforcing the complexity of
this topic. Sustainability means different things to different consumers. Knowing that most consumers connect
sustainability to formulation ingredients is the thread for brands to pull. If consumers define it so concisely, brands should too. Those who do it well will have the potential to connect with consumers in significant ways. After consumers shared their own definitions
of sustainability, they were then provided a list of definitions. The responses from this aided question reinforce what consumers shared through the open-ended exercise: in colour cosmetics, consumers strongly associate formulation ingredients to overall product sustainability. The ingredient types that global consumers
selected most, when describing sustainable colour cosmetics, are natural ingredients (53%), sustainable ingredients (49%), naturally derived ingredients (46%) and environmentally sourced ingredients (45%).
The response rates indicate that there
is not an exclusive ingredient type that consumers most associate with sustainable colour cosmetics. Looking at this information across specific consumer segments is a way for this data to be more actionable for brands. Figure 6 shows the regional view of how
consumers define sustainable colour cosmetics through the aided question. Consumers in the U.S. are focused on natural and clean ingredients. About half of European consumers believe
that colour cosmetics made with natural ingredients and without microplastics would be more environmentally friendly. Consumers in Brazil choose sustainable and naturally derived ingredients to define sustainability. Brands with regional product strategies
can differentiate themselves by connecting their formulation choices to the ingredient types that consumers most associate with sustainable colour cosmetics.
Conclusion The time, effort and investment that new product development and reformulation require cannot be minimized. Yet continual product analysis and formula innovation is part of the industry cycle in colour cosmetics. Due to its extreme fragmentation, only
through a constant flow of new products and messaging can brands capture the attention and loyalty of consumers. Consumers expect high performing
products to meet their specific needs and their growing sustainability expectations. Promoting the use of sustainable ingredients that enhance performance of colour cosmetics is what consumers expect from brands. Innovative products that credibly offer a
Figure 6: Sustainable cosmetics – by region PERSONAL CARE May 2024
performance-plus-sustainability message will be positioned to stand out and gain momentum with consumers.
www.personalcaremagazine.com PC
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