The Broadening Meaning of Green Beauty
Strategy Briefing
About This Report
Mar 2017Changing consumer attitudes to “green” living open up a range of growth opportunities for green product formulations, benefits and positioning in beauty. A host of technological, environmental and economic changes are driving demand for more naturally derived ingredients in products, as well as adding multiple new angles to this still undefined category of “natural/eco/ethical” beauty, encompassing all aspects of green living.
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The Broadening Meaning of Green Beauty
Broader meaning of green beauty opens new growth platforms
A host of technological, environmental and economic changes are increasing demand for more naturally derived ingredients in beauty products as well as aligning to aspects of green living.
Health remains paramount…
Amongst the emerging new aspects of green beauty, the preference for naturally derived ingredients remains a priority over all other environmental or ethical credentials.
… but green beauty encompasses all environmental angles
The environmental credentials of beauty products are increasingly important, and are transitioning from niche to standard features. This involves a broad spectrum of trends, such as long-term sustainability, waste reduction, recycling, animal welfare and, more recently, water efficiency.
Asian consumers show highest preference for green beauty
Consumers globally show a growing awareness of naturally derived ingredients, as well a desire that products are sustainably produced. These concerns are particularly strong in Asian markets.
Willingness to pay for green beauty high amongst target consumers
Survey results show that green buyers are consistent between preference and purchase: nearly six in 10 definitely prefer natural or botanical ingredients, even when it means forgoing lower prices.
Organic and free-from claims tie in best with skin sensitivity concerns
Although organic and free-from products cannot claim to cure any skin conditions, they can be aligned with consumers demand for non-irritating, mild and purely natural solutions that prevent the escalation of symptoms.
Colour cosmetics a surging new arena for niche green opportunities
Consumers expect the same level of sensitivity and purity in their make-up as they do in their food and personal care products. The category also lends itself to a range of sustainability platforms, from water efficiency to recycling.
Introduction
Scope
Key findings
The New Meaning of Green Beauty
Defining the green beauty market space
Broader meaning of green beauty opens new growth platforms
Social and digital trends amplify demand for natural ingredients
Health aspect remains paramount, but meaning of health expands
High potential for naturally derived ingredients in beauty
Clean beauty concepts gain traction
Halal beauty benefits from green credentials
Green beauty encompasses all environmental angles
Anti-pollution trend an untapped opportunity
Getting more specific with anti-pollution claims
Tapping into emerging environmental trends early
Colour cosmetics response to consumers’ water efficiency demand
Future growth of hair care fuelled by water-stressed markets
Challenges ahead to drive higher demand for green beauty
Identifying Green Consumers
Young, female, urban consumers most likely green beauty buyers
Educational level is key to awareness of “green” feature benefits
Asian consumers show highest preference for green beauty
Green beauty sparks interest at later ages in Western markets
Consumers seek a range of added value from green beauty
Willingness to pay for green beauty high amongst target consumers
Expanding the Scope of Green Beauty
Category opportunities with highest demand for green features
Organic and free-from claims sync with skin sensitivity concerns
Surging natural trend: Fermented probiotics for sensitive skin
Caring for the “most sensitive” consumer base with green beauty
Multicultural consumers prioritise “naturalness” in hair care
Health focus gains prominence in hair care
Colour cosmetics a surging new arena for niche green opportunities
New angles on sustainability in colour cosmetics
Shifting Competitive Landscape
Green beauty: An uneven competitive landscape
Intensifying competition from category disruptors
Niche players in advantageous position
Global brands extend their green offerings
The challenges of “turning green” drives acquisition initiatives
Colour cosmetics continue to attract the largest investments
Prospects
Continued expansion of the multiple shades of green beauty
Future implications of key demand drivers
Appendix
Definitions
Overview of Beauty Survey Methodology
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