The environmental profile of cosmetics is being scrutinized by the general public. They no longer want products that are only good for them, but also for the planet. However, the discourse of manufacturers on their eco-responsible commitments is not always convincing to consumers. So how can we re-engage our customers and bring them into our brand universe? These are the questions that Samantha Dover, Global Beauty Analyst at Mintel, answered during the in-cosmetics Formulation Summit (held in London on October 25 and 26, 2022).
Concerned about the state of the planet, citizens are willing to change their routines.
80% of Britons believe they have a responsibility to preserve the environment. 67% of Germans have purchased at least one “sustainable” skincare product since January 2022 and 58% of Spanish have reduced their use of single-use beauty products.
“However, although a significant proportion of consumers aspire to make their habits more ecological, this is not a priority for the majority,” comments Samantha Dover.
Skepticism and confusion are among the obstacles to the transition to a more “sustainable” cosmetics.
In fact, 62% of Italians think that eco-responsible beauty is a marketing argument and 60% of French people don’t know how to adopt a virtuous routine.
Promoting eco-responsibility in a different way
“Europeans say they feel a certain satisfaction in using planet-friendly products.” Consumers’ sensitivity varies. Not all responsible claims resonate with them in the same way.
The most popular ones (for the last five years) are related to animal welfare, virtuous packaging design, resource conservation and the banning of certain ingredients (microplastics, for example) in formulas.
However, this is no longer enough to convince the general public, “we need to go further,” the expert insists. “Eco-responsibility is …
