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INSPIRATION STATIONS Stores of sustainability


Beauty retailers are now moving beyond testing eco-friendly schemes to rolling them out more widely. But an opportunity to lead in sustainability awaits


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etailers have seen some seismic shifts in consumer mindsets and values over the past year, and among their top priorities are concerns over sustainability, which according to numerous surveys, has increased since the start of the pandemic. A global study by Accenture found that 82% of consumers are making more sustainable purchases and a third of consumers rank sustainability as a top three purchasing criteria.


Consumers are willing to embrace a wide range of initiatives in beauty retail. 92% of consumers state they would switch brands for refillable packaging given the option, and 63% would switch retailers entirely (source: Beauty Kitchen), while the percentage of consumers interested in rental options in beauty has doubled. 24% of consumers are interested in renting beauty products this year compared with just 12% in 2020 (source: Westfield). The message is clear: consumers are demanding that retailers reimagine sustainability within their stores and throughout their businesses. And as the wider reinvention of retail takes place, sustainability must now come to the forefront. Jo Chidley, founder of sustainable beauty brand Beauty Kitchen and reuse programme Return • Refill • Repeat believes that in essence, consumers


12 cosmetics business May 2021


want to buy a product for what is inside, not the packaging, so the major opportunities within beauty retail lie within considering products in their entirety, from the formulation to the packaging, and implementing a circular supply chain model to overtake the traditional linear ‘take, make, waste’ supply chain approach. “There is an opportunity for businesses now to be real drivers of positive sustainable change within retail, specifically with refillables. Scalability is key here in order to create major impacts in eliminating waste, while driving positive impact across the value chain,” says Chidley. “While the financial viability of such models is not my main motive, I understand retailers will choose those that will deliver the biggest rewards. So, it’s important to note that 74% of consumers would pay more for products in sustainable packaging (source: Trivium Packaging, 2020) demonstrating a clear demand and opportunity.”


Refill stations are starting to be introduced more widely within beauty. Unilever partnered the Return•Refill•Repeat service to install stations at ASDA’s Sustainability Store in Leeds. The reusable bottles incorporate QR codes to track the full circular journey of the packaging. And The Body Shop recently announced that it is rolling out refill


L’Occitane (left) rewards shoppers for completing ‘green tasks’ at its Hong Kong #MEGA Sustainability store; while Holland & Barrett’s (top) Chelmsford store fit is made with 100% recyclable materials; and The Body Shop (above) aims to expand its refill stations to all stores in the next five years


of consumers would switch retailers entirely for refillable packaging Source: Beauty Kitchen


63% cosmeticsbusiness.com


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