Thanks in large part to the Worldwide Web, the wide world of beauty has made great strides in broadening its horizons. This comes across clearly in this month’s story on the Top 20 Global Beauty Companies (please see page 46). As economic flux continues to impact many regions, the majority of brand manufacturers that made our annual list met or exceeded their goals thanks to extending their reach into developing and far-reaching markets, as well as keenly strategizing in developed ones. (This holds true with smaller brands, too. At a recent CEW event, Anastasia Soare, CEO/founder, Anastasia Beverly Hills, said that 39% of her company’s sales are from the U.S., with the rest, international.)

Both Mass and Prestige channels are benefiting, with everything from hygiene basics such as soap, deodorant and toothpaste, to luxe cosmetics and fragrances. The possibilities are such that some companies say they are aiming to add a billion customers over the next few years.

This adds up to a lot of products—which brings up another trend that comes into play with more than 7.3 billion people now inhabiting the Earth: an increased call for sustainability. This year, more than ever, the Top 20 Companies have pumped up their environmental initiatives in efforts to meet present and future business goals, in terms of packaging, production, energy use and more. Many are also adopting the practices known as Corporate Social Responsibility.

Consumers are more aware than ever of sustainability and social well being, and brand manufacturers are listening intently. According to Brian Kennell, president and CEO, Tetra Pak Inc., U.S. & Canada, “two-thirds of consumers consciously choose to avoid specific brands or items due to environmental concerns, a figure that has increased by 26% in the last six years,” according to Tetra Pak’s latest environmental research.(Please see Kennell’s Expert’s Opinion)

Where possible, the Top 20 report includes details on sustainability and environmentally responsible packaging. Please email me about examples you are aware of. And please also let me know of any other subjects, packages or people you would like to see covered in Beauty Packaging.

It’s a wide world of beauty out there—and we always appreciate your valuable input.