NATURALS 33 production is greater than ever.41 Brands have
stepped in with a common focus and various extended considerations (Table 3); to mention only a few: L’Oréal: “L’Oréal for the future”,42 P&G: “Ambition 2030”,43
Estée Lauder: 2020-
2025 Environmental, Social and Governance (ESG) Goals,44
Unilever: to halve the environment footprint by 2030.45 Certifications
have been introduced recently; perhaps the most comprehensive approach for sustainability is provided by the EcoVadis program.46
Naturality Naturality is at the intersection of 3 pillars: Natural, Clean, and Green beauty (Fig 1). It provides cosmetic consumers with a holistic framework to their health and wellbeing. Consumer interest and approach seem to be more and more extensive and inclusive of additional attributes over time; these pillars and attributes will continue to evolve as access to resources shifts, technology and science advance, and environmental concerns grow.47 Consumer focus and potential extended considerations for naturality are the basis for specific spectrum of tenets, e.g. Conscious beauty. It is marketed by brands and retailers, such as recently Ulta Beauty,48
Bluemercury.49 In
its release, Ulta Beauty indicates that its program will certify brands under five key pillars: Clean Ingredients, Cruelty Free, Vegan,
Sustainability in sourcing and manufacturing practices for its 3 pillars: environmental protection, social responsibility, economic development
Transparency with full traceability from source to skin
Table 3: Green Beauty focus and extended considerations Focus
And...
Eco-friendly, minimal present and future environmental impact (business practices that minimize environmental impact); low carbon footprint; low water consumption
Ethical and social responsibility: fair trade, fair wages and working conditions, diversity, inclusivity, benefits to local communities, etc.
Renewable and biodegradable ingredients Cradle to grave ingredient analysis (or cradle to cradle) Protection of biodiversity / Nagoya protocol
Convention on International Trade in Endangered Species of Wild Fauna and Flora (CITES) Safe to aquatic life Clean production processes Transparency with full traceability from seed to skin Upcycling (e.g. reuse of by-products from the food industry) Organic cultivation Refillable products Packaging recycling Well-recognized certification programs
Sustainable Packaging and Positive Impact. In an extremely fast paced industry,
cosmetic players, brands and retailers alike, need to stay continuously alert to consumer attitudes and adapt their innovation and marketing plans, including their selection and working relationship with their suppliers, accordingly, to deliver successful products.
Conclusion More and more consumers demand quality cosmetic products with Naturality. The demand for this higher purpose encompasses 3 pillars: natural, clean, and green beauty for a 360° lifestyle and well- being without compromise goal. It was continuously growing in recent years but it
October 2020
PERSONAL CARE NORTH AMERICA
Green Beauty
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