India, like all other countries in the world, is a victim of the coronavirus epidemic. In addition to the health and economic consequences, Covid-19 has had an unprecedented effect on the issue of naturalness in beauty. Mintel has published some data to measure the place of eco-responsibility in this crisis context.
According to Mintel, the subject of sustainability is not new in India.
Since the government banned animal testing, cruelty-free claims are flourishing on cosmetics,“ says Tanya Rajani, Beauty and Personal Care Analyst. “But it is undeniable that Covid-19 has advanced the issue of eco-responsibility. Consumers are more and more in demand and companies have no choice but to embark on the CSR path”.
A 360-degree approach
This quest for naturalness is not limited to packaging or ingredients.
The Indian community reveals a more global will. That of preserving the planet by reducing pollution. This implies a better understanding and analysis of the life cycle of products. It will be imperative that brands consider a holistic approach to sustainability practices, including packaging, water consumption and plastic use,“ adds Tanya Rajani.
A certain paradox
The preservation of the environment is an important theme for the Indians.
87% of them declare that eco-responsibility is essential.
Nevertheless, in a context of health crisis, citizens have other priorities, such as food or hygiene. “Professionals will have to offer products with disposable plastic packaging to limit infections. Sustainability seems to be taking a back seat in the minds of brands and consumers,” analyses Tanya Rajani. But …
