What Does "Clean Beauty" Really Mean?
Clean, green sustainable, and natural beauty are frequently used to mean the same thing. However, different market consumers know that these terms are defined differently. In the US no government regulation allows brands to have the ability to decide for themselves what a "clean" product is. In Western Europe, "clean beauty" is strongly linked in a way to "green" and sustainable. Consumers in APAC base their perception of "clean beauty" on safety and "free-from" assurances. To accept the different perceptions, a customized message will be essential to communicate to the entire population of consumers in different markets.
Engagement Levels in the Global Clean Beauty Industry
As ethical and environmental claims spread across markets, sustainably conscious practices, such as sustainable packaging, are becoming a non-negotiable within the beauty and cosmetics industry. Plastic packaging images found in waterways and oceans have brought environmental issues to the forefront for consumers, which has changed the moral expectations of consumers regarding the responsibility of cosmetics brands.
But, in financially challenging times, the consumers' cautious mentality about spending means that the price of products is higher on the list as seen in Germany. German market. However, the category of clean beauty remains a thriving consumer base, with only one-third of consumers reducing the amount of products they purchase amid a recession. In addition, even though the consumption of "clean" products is mixed in the United States, attitudes and behavior reflect an interest in living in a way that shows respect to one's self, their surroundings, and the environment.
Learn more to brush up on your understanding of green beauty trends from around the world: What's driving the use of natural beauty products as well as what are the obstacles to the participation of consumers in the market for green beauty? With the expertise of Mintel in this area, you can adapt your branding to address consumer needs and concerns gain their trust, and promote participation in environmentally-friendly practices for cosmetics and personal health.
Clean Beauty Industry Drivers
Values of the Consumer are Driving the Clean Growth in the Beauty Industry
The attitudes of consumers towards conscious personal care and cosmetics transcend the clean beauty market often called"green beauty. For example, Japanese consumers actively consider clean beauty issues when purchasing beauty products, with 1 in 4 opting for products with environmental/eco-friendly claims. To meet this demand, companies have been creating and innovating top refill containers for several decades in Japan. The refill containers allow users to address environmental concerns within their everyday lives without costs or inconvenience.
The demand for refillable, cosmetics that are clean is high and is in line with changing consumers' attitudes toward an ethical perspective. The latest innovations in the beauty and personal care (BPC) marketplace are driving the interest of consumers in this sector. In 2022 9 percent of all personal care and beauty products launched in the UK included the possibility of refills. The category of hand soap is the most likely to opt for refillable products. In other categories that are functional, like deodorants and oral care in which convenience is paramount and people often buy the same item while being conscious of their spending refills are anticipated to be highly regarded. Less expensive refills can increase brand trust and enable brands to tie sustainability to value, which is a crucial approach as affordability is an important factor in purchasing for UK customers.
Barriers to the Green Beauty Market
The High Cost of Beauty Products is Keeping Buyers out of a Green Market for Beauty Products
In comparison with other EU countries such as France, Italy, and Spain purchasing of organic and natural products is at a low level in Germany. The perception of high prices is the most significant reason behind this that's why more than 50% of people who do not buy products are off by the product's cost. In reality, recent launches show that green alternatives in areas such as hair care products and cosmetics are cheaper than regular items.
The high cost of goods, which is in contrast to consumers' budget-conscious attitudes and the fear of having to return packaging to be recycled has resulted in a low number of people who are engaged in these methods. However, some brands can overcome this issue by combining sustainability with value claims to attract consumers. Sustainability alone is not enough to convince consumers to buy a product however, it can be an added benefit. SBTRCT for instance, is a solid product that is ideal for traveling since it can bypass restrictions on liquids, and brands such as Galinee as well as Krave Beauty fight their waste products by selling less-than-perfect or close-to-expiring items at a significant discount.
Marketing for Clean and Beautiful Products is Trying to Combat Consumers' Distrust and Confusion
Our comprehensive Global New Products Database (GNPD) unveiled that between January and July 2023, environmental and ethical claims were featured on more than fifty percent of UK BPC product launches, which makes them the norm instead of the only exception. However, the rise of these claims hasn't necessarily been correlated with an understanding of consumers or trust. the majority of people believe it's difficult to determine whether a brand is exaggerating the environmental benefits it offers. This lack of clarity is a risk of a decrease in interest from consumers and could lead to a fall.
Greenwashing occurs when a brand uses false or misleading assertions about their impact on the environment or the benefits they provide with their products - can further damage trust among consumers in the clean beauty sector However, EU laws are in motion. A judge from the Karlsruhe Regional Court in Germany has ruled that Drogerie Market is not allowed to use terms such as "climate neutral" or "environmentally neutral' in advertising for products like detergents in liquid form. In September 2023 the EU Parliament and Council reached an interim agreement on common standards to prohibit greenwashing and false environmental claims. Brands should be aware that, aside from triggering damages claims before civil court, the practice of greenwashing could draw the attention of the public as well.
Transparency is crucial in the future since over six out of 10 people in the UK are unable to locate accurate information on green products. To counteract doubt about clean beauty products, brands on the UK market should offer regular updates on their sustainability pledges including details of carbon emissions for each phase of a product's lifecycle, to distinguish their products from those that merely repackage using recyclable materials.
The Security Concerns May Dampen Industry Growth in the Beauty Sector
About half of the clean cosmetics and personal care consumers within the US have removed a product from their shelves in the last year because of the safety of ingredients. This has led to US consumers requesting greater government oversight of ingredients in cosmetics. The lack of real regulations has led to certifications appearing, and they are an "award" for environmentally friendly products. Logos that have been established such as the EWG (Environmental Working Group) and Leaping Bunny that are used on packaging have helped retailers develop their standards to sell conscious cosmetics and build confidence from consumers. But, only a small percentage of consumers believe they pay more attention to claims than ingredient lists, which means complete transparency, beyond certifications, especially when they relate to ingredients' inclusions and exclusions is a must.
Sephora is a brand that speaks to customers looking to target their problems with skincare without being exposed to certain ingredients, through a blend of clean and clinical and 'clean'. With growing attention being paid to skin barrier support as well as hyperpigmentation and acne, stores like Sephora have been helping customers make use of cleanse formulations with the help of solutions.
A Clean Beauty Industry Trajectory
The issue of greenwashing and the lack of trust in the claims of brands will make consumers hesitant to purchase conscious cosmetics. On-pack traffic lights that measure the emissions of a product and assign the product a red, amber, or green score make sustainability easy to comprehend and is a system that is familiar because of the nutritional scores used within the industry of food. This approach is appealing to more than 50% of UK adults who believe that it's much more important for large corporations to operate responsibly than consumers as well. more than 50% of BPC users believe that companies should be more thorough in explaining the ingredients they are using and why they use them.
Concerns about sustainability and environmental impacts extend throughout a product's lifespan, starting with the process of ingredient sourcing and extending all the way through to products' disposal and their effect on water infrastructures. German consumers are reported to conduct their research before purchasing organic or natural products as well, including the source of ingredients being an issue for nearly 60% of buyers. This demonstrates a strong correlation between the demand for sustainable ingredients and purchasing patterns and reveals a highly active consumer segment. Brands can take lessons the lessons of Clarins' T.R.U.S.T platform and let users check the source of ingredients to make sure that they are transparent.
Let Consumers Know What You are Saying in a Way That They Can Comprehend and Take Action on
In a market that could quickly get overloaded with products that claim to have environmental benefits but offer limited guidance or regulation brands must use the right message to attract customers and inspire engagement.
Transparent messaging also includes transparency about pricing. Sustainable brands must provide buyers with the reason why their products carry an increased price instead of using sustainability claims as the sole reason They must highlight the product's performance and value and offer eco-friendly products as an additional benefit to justify the cost. Even though a few attributes such as environmentally friendly packaging and natural ingredients have helped certain consumers to opt for more sustainable alternatives, to gain confidence in a product and its brand, customers should be able to track the proof of the cleanliness of every aspect of a product, from the ingredient list to the packaging, from effectiveness to quality to security.
Private-label products are at an advantage. They'll continue to expand as they position themselves as a gateway into the green beauty market. Private label options are currently used by nearly four-fifths of German customers There's the potential to be the perfect entry point for those who are not currently buying and have the potential to secure customers.
Don't rely only on eco-friendly Claims to Ensure Clean Growth of the Beauty Industry
A significant challenge for organic and natural companies is conveying the benefits of their products. It is evident in one in five consumers in Germany saying that conventional products are more effective. Consumers across the ocean also acknowledge that the idea of canning sustainability isn't enough for them, since nearly half of US customers who are already using pure products maintain that efficiency remains a major concern for them.
Brands can demonstrate the efficacy of their products for clean beauty using research-based attributes. The brands in India are responding to these requirements with new products that emphasize these qualities. For instance, Chemist at Play emphasizes that their products undergo extensive clinical tests to verify their efficacy and security.
Add a Bit of Fun
While consumers are aware of the importance of dealing with environmental concerns, injecting an element of enjoyment into sustainable practices could give them the boost they require to be fully involved. Inspire consumers to take action by infusing a sense of excitement into routines and encouraging customers to feel the satisfaction of being a part of making a difference in the world. The creation of the ingredients needed for sustainable cosmetics as well as other beauty products through recycling leftovers and waste products from various manufacturing techniques, including food production, is a good instance of how brands are making a splash with their products.
Take a Step into the Future of Clean Beauty with Mintel
Brands that make eco-friendly as well as ethical certifications have grown dramatically in the field of clean beauty as organic and natural claims leading the way. But the clean beauty industry is no longer a secluded market for brands that are focused on sustainability; mainstream brands are now catching up to the increasing pressures from tighter regulations like The European Green Deal, in addition to consumer expectations.
In an ever-growing cluttered market for natural beauty products and with a growing number of brands competing, companies need to distinguish their offerings from the plethora of options currently available within the organic BPC market. While safety for the user remains the main focus of a clean and natural beauty product, companies need to look for distinctive nuances, like emphasizing the product's impact on the immediate environment of the user and by being cruelty-free for instance, or the environmental impact of the product.
In addition to environmental claims, which must be viewed as an added advantage of the product the proof of these claims and a product's efficiency is essential in encouraging consumers to engage. To differentiate themselves from the crowd, companies should consider other initiatives such as donating to charities, adhering to the social values of direct trade and community trade, and the welfare of animals.
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