Green beauty as a current trend topic
In recent years environmental sensitivity and sustainability values are at the center of a new way of doing business, especially in the way of cosmetics.
Green Beauty is one of the most trendy factors in the cosmetics industry.
The concept of Green Beauty joins that of Empathic Beauty, in which empathy becomes more and more the preferred modus operandi of a new generation of brands that seek to raise their emotional understanding of consumers to a new level, thanks to cooperation with customers.
In everyday language, empathy is defined as the ability to “be in the shoes of another person”. As for brands, the culture of empathy is characterized by the ability to see things from the point of view of customers, understand their emotions and needs, and adopt a more scientific approach to meet those needs. Beauty, a very hot topic.
Over 50% of personal care products and over 65% of those dedicated to skin care are produced with natural ingredients.
Marketing of natural cosmetics
Moreover, their manufacturers make use of this feature in marketing and communication campaigns, presenting messages based on respect for nature and environmental sustainability.
The main topics are:
• Focus on the natural components of the product
• Certifications on environmental impact
• Production models that do not include animal testing
• 100% recyclable packaging
• Use of Ok Vegan brands
• Biodegradation
Logistics in natural cosmetics
The focus on the packaging of cosmetic products is also of great importance: the focus is on packages of natural derivation, such as recycled paper or the use of plastics from renewable or recycled sources.
Particular attention is also given to logistic processes.
In particular, the processes that aim to minimize waste, for example the storage and controlled temperature transport of raw materials and finished products, are of great importance.
Thanks to controlled temperature logistics, in fact, the products retain their integrity up to the final consumer and waste is reduced to a minimum.
The use of botanical derivatives is more and more widespread in the cosmetic industry, where plant extracts bring that characteristic of “natural” that is increasingly gathering support among consumers. The presence of ingredients produced in safe and controlled conditions, combined with science and modern technology become fundamental prerequisites for obtaining high quality products, safety, reliability and sustainability. Faced with a growing demand for botanicals, the problems of availability and safety / quality of the same also increase.
The cosmetic sector and the digital transformation
The cosmetic sector is among the sectors that in recent years have been able to better exploit the digital transformation and digital channels in order to reach the consumer and tell innovation and dynamism. Today having an in-depth knowledge of the communication channels and tools that digital makes available, and managing all touch points in an integrated manner is increasingly the key to success of the main natural cosmetics brands. Developing synergistic and multi-channel communication strategies allows to convey a complete purchasing experience, able to engage and retain the consumer.