Understanding Mintel’s 2024 International Shopper Pattern ‘New Inexperienced Actuality’ within the context of magnificence and private care in Southeast Asia.
In SEA, the wonder and private care trade is catching up on sustainability, as seen by means of product launches with moral and environmental claims rising by 66% within the final 5 years between October 2018 to September 2023. Nonetheless, customers cite excessive prices and considerations about trustworthiness as among the many limitations that discourage them from buying eco-friendly magnificence/grooming merchandise. As an growing variety of ‘inexperienced’ magnificence merchandise grow to be accessible to customers, manufacturers have the chance to boost their environmental consciousness and talk the importance of their sustainability choices.
By its very nature, magnificence consumerism is all about consumption. How can manufacturers strike a steadiness between the consumption of magnificence and private care merchandise and being sustainable as they attempt to strengthen shopper confidence?
For one, magnificence manufacturers can set up tips, guidelines, and targets on their journey towards sustainability and talk these correctly to customers by means of universally user-friendly platforms.
For example, American magnificence model REN Skincare made a Zero Waste Pledge in 2018 to solely produce packaging designed to be recyclable, containing recycled supplies or being reusable by the tip of 2021. In 2022, the model introduced the achievement of that pledge. Updates and initiatives are posted on its Clear Ideas weblog.
To keep away from being seen as greenwashing by customers, magnificence manufacturers ought to divulge heart’s contents to checks and auditing by exterior consultants to make sure accountability and traceability. Magnificence and private care manufacturers ought to research their current merchandise and manufacturing chain, and perceive the place they fail or succeed when it comes to sustainability.
Value can be an essential consideration. As a substitute of merely lowering costs, manufacturers can talk the worth of selecting the sustainable possibility the place potential and the influence this may have on the local weather disaster.
Because of the pandemic and international conflicts,, worldwide sourcing has grow to be costlier, in flip, driving product prices up, whether or not or not it’s sustainably produced. To fight this, magnificence manufacturers can use domestically produced substances and packaging to cut back sourcing prices whereas supporting native companies. This might be significantly efficient for SEA magnificence gamers, the place homegrown magnificence manufacturers have already got a robust presence and id.
Moreover, manufacturers can enhance shopper confidence by supporting their native communities. Within the Philippines, blk cosmetics launched its Common line of merchandise made for “completely anybody and everybody”, with shades meant to match varied pores and skin tones and kinds. The marketing campaign can be inclusive for women and men.
Manufacturers also can design their labels to simply present and share extra data. In Spain, Fairy Max Poder Refill has a front-of-pack “85% much less plastic” message and an attention grabbing recarga (refillable) banner.
With the vast majority of SEA customers accessing social networks through their smartphones, magnificence manufacturers can share product formulation and ingredient modifications on digital platforms. In China, social media platform Xiaohongshu and skincare model Yoseido collectively launched movies to share all the strategy of birch water (Yoseido’s star ingredient) manufacturing, masking harvesting, processing and mixing.
One concrete means for customers to know what a sustainable product is by highlighting progressive and sustainable substances.
Mitr Phol, Asia’s largest sugar and bio-energy producer, launched two skincare merchandise made out of sugarcane. This improvement created added worth for the trade and helped to cut back sugarcane waste.
In the long term, speaking the analysis and energy put into reaching sustainable operations is vital to constructing belief between manufacturers and customers.
What we predict
Magnificence manufacturers have the chance to grow to be educators and dependable sources of knowledge for customers, fostering model loyalty within the course of. By educating customers in regards to the prices of not addressing the local weather disaster and aligning campaigns or merchandise with native wants, manufacturers reveal their dedication to understanding the market.
Utilising domestically produced substances and packaging not solely reduces sourcing prices but additionally helps native companies. Furthermore, manufacturers can set up shopper confidence by implementing clear tips, fostering transparency and leveraging digital platforms for engagement. By these actions, magnificence manufacturers can strike a steadiness between magnificence consumption and lowering waste, encouraging extra customers to affix their sustainability journey.
Uncover the most recent sustainability developments in magnificence and private care on the Mintel Retailer. In case you are fascinated with studying extra about this matter, please contact us as we speak.
