Changing 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.
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.
Amongst the emerging new aspects of green beauty, the preference for naturally derived ingredients remains a priority over all other environmental or ethical credentials.
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.
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.
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.
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.
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.
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