While Covid-19 has stalled some activity in the beauty industry over the past two years, it has also generated a period of rigorous R&D and innovation, as brands and suppliers forge ahead to meet mandates and deadlines for sustainable packaging. An increasing number of eco-aware consumers has also been responsible for spurring changes, as the pandemic brought to light a new-found emphasis on the environment and the health of the planet.

At this year’s CEW State of Beauty event, Sarah Jindal, senior innovation and insights analyst, Beauty & Personal Care at Mintel, noted how “the pandemic has left lasting changes on consumers globally,” citing the changing role of identity and the importance of ethics. In the past two years, she said, morality has taken focus as consumers demand progress around sustainability, and take action for the greater good.”

Jindal said, “Environmental sustainability needs to be shown by brands in order for consumers’ expectations to be met. This includes forward thinking, transparent and authentic brands, and the inclusion of sustainable packaging and sustainability goals.” 

Research shows that consumers (especially Gen-Z) are more apt to spend on brands that display an environmental message, and/or contribute to a philanthropic program—but it needs to be genuine. Prior to purchasing, buyers are now diving deeper into researching the authenticity of brands, and are not afraid to call them out on social media if they see something questionable.

According to research by the UK’s Pull Agency, “Beauty brands throwing themselves behind a good cause might want to think twice about their messaging.” Research by Pull reveals 68% of UK consumers are uneasy or unsure about health and beauty brands teaching and promoting ‘woke’ causes. Part of this unease lies in a lack of authenticity or ‘woke-washing’, with one in four of the 2,000 participants surveyed believing claims of support to be inauthentic.

As far as CSR (corporate social responsibility), the majority of Pull respondents (58%) said they wanted health and beauty brands to ‘pay their taxes, treat people fairly, respect the environment and not use it as a PR opportunity.”

In a Cosmetic Packaging Market predicted to be worth $53.78 Billion, globally, by 2028 (Verified Market Research), brands, suppliers, marketers, retailers and designers agree that the road to sustainable packaging is a rocky one and not always clear, but the need is great, and: With challenges, come opportunities.

We hope you enjoy this issue.