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. Nevertheless, shoppers cite excessive prices and considerations about trustworthiness as among the many boundaries that discourage them from buying eco-friendly magnificence/grooming merchandise. As an rising variety of ‘inexperienced’ magnificence merchandise develop into out there to shoppers, manufacturers have the chance to reinforce 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 stability 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 pointers, guidelines, and objectives on their journey towards sustainability and talk these correctly to shoppers by means of universally user-friendly platforms.
For instance, 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 shoppers, magnificence manufacturers ought to divulge heart’s contents to checks and auditing by exterior specialists to make sure accountability and traceability. Magnificence and private care manufacturers ought to examine their present merchandise and manufacturing chain, and perceive the place they fail or succeed by way of sustainability.
Value can be an necessary consideration. As a substitute of merely decreasing costs, manufacturers can talk the worth of selecting the sustainable choice the place doable and the impression this can have on the local weather disaster.
Because of the pandemic and international conflicts,, worldwide sourcing has develop into dearer, in flip, driving product prices up, whether or not or not it’s sustainably produced. To fight this, magnificence manufacturers can use regionally produced components and packaging to cut back sourcing prices whereas supporting native companies. This may very well be notably efficient for SEA magnificence gamers, the place homegrown magnificence manufacturers have already got a robust presence and identification.
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 numerous pores and skin tones and kinds. The marketing campaign can be inclusive for women and men.
Manufacturers may also design their labels to simply present and share extra info. In Spain, Fairy Max Poder Refill has a front-of-pack “85% much less plastic” message and an eye catching recarga (refillable) banner.
With nearly all of SEA shoppers accessing social networks through their smartphones, magnificence manufacturers can share product formulation and ingredient adjustments on digital platforms. In China, social media platform Xiaohongshu and skincare model Yoseido collectively launched movies to share your complete technique of birch water (Yoseido’s star ingredient) manufacturing, protecting harvesting, processing and mixing.
One concrete means for shoppers to know what a sustainable product is by highlighting modern and sustainable components.
Mitr Phol, Asia’s greatest sugar and bio-energy producer, launched two skincare merchandise constituted 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 shoppers.
What we predict
Magnificence manufacturers have the chance to develop into educators and dependable sources of data for shoppers, fostering model loyalty within the course of. By educating shoppers in regards to the prices of not addressing the local weather disaster and aligning campaigns or merchandise with native wants, manufacturers display their dedication to understanding the market.
Utilising regionally produced components and packaging not solely reduces sourcing prices but in addition helps native companies. Furthermore, manufacturers can set up shopper confidence by implementing clear pointers, fostering transparency and leveraging digital platforms for engagement. Via these actions, magnificence manufacturers can strike a stability between magnificence consumption and decreasing waste, encouraging extra shoppers to hitch their sustainability journey.
Uncover the most recent sustainability developments in magnificence and private care on the Mintel Retailer. In case you are inquisitive about studying extra about this matter, please contact us right now.
