The time is now for for minimalism, naturalness and the preservation of the planet’s resources… and the Covid-19 crisis has only reinforced these consumer expectations. Givaudan’s Active Beauty department has learned from this crisis and is launching a new active ingredient, derived from the recycling of ground coffee once used, in the form of a beauty oil. Mélanie Duprat of Givaudan presented Koffee’Up in a webinar on 9 July 2020.
No one can ignore the period we have just gone through, and the Covid-19 crisis, if it has not erased the “before” trends, has reinforced some of them. This is the case for the attraction of consumers towards more naturalness and minimalism, strong expectations born from the reaction to over-consumption caused by the ultra-fast sequence of collections (fashion or cosmetics).
New consumer trends: between minimalism and naturalness
Today, consumers are moving towards fewer products, but more qualitative, more natural and more oriented towards well-being, which the Covid-19 crisis has put back at the heart of concerns.
And this is leading more than ever to the postulate that “less is more”, especially in all aspects of waste production, with its corollaries: reuse instead of replacement of objects for individuals and upcycling when possible for companies.
Givaudan conducted a survey of more than 1,000 consumers in February 2020 to assess their level of commitment to environmental responsibility. It should be noted that this survey took place at a time when the coronavirus was not yet a real concern in Europe but was hitting China hard, which had a clear impact on the results.
Overall, 65% of the respondents declared themselves to be …
