Online trailblazer Net-a-Porter recently (13 January) launched a shoppable section dedicated to sustainable beauty and skincare products, the latest to respond to growing consumer demand for conscious capitalism.
It says NET SUSTAIN “celebrates the brands that place sustainability at the heart of their business mission” and will help customers to make informed decisions that align with their values.
It is a canny move for the luxury retailer, with our research suggesting that meaningful beauty purchases are driven by how eco-friendly a product is, and that shoppers will pay more for the privilege. And, while in-store purchases dominate, their path to purchase is often via online advertising, articles and (to a lesser degree) influencers.
The ugly truth about the beauty industry is that for too long it has been one of the worst offenders when it comes to eco-friendly and ethical products and packaging – even as people are increasingly demanding sustainable and sympathetic solutions in every area of their lives.
Excess and non-recyclable plastic packaging are among the biggest issues, with the European Union non-governmental organisation Zero Waste Europe reporting in 2018 that more than 120 billion units of packaging are produced in the global cosmetics industry annually.
Consider also that although animal-tested cosmetics were banned in Europe in 2013 (the UK was ahead of the curve in 1998), companies can still test on animals outside the EU and sell them in other markets.
Brands, though, are starting to listen to growing sensitivities and, increasingly, working to decrease their carbon footprint, stop the waste and innovate. Take L’Oreal, which has publicly committed to 100% eco-friendly packaging by 2025, or Lush, which is pioneering the movement for zero packaging by making products in solid form.
This year, Procter & Gamble will launch a hair care line called Waterless in the US designed to encourage water conservation, having first been developed for residents in Cape Town, South Africa, to prepare for ‘day zero’, when water sources dry up and rationing begins.
Our research, conducted through Global Web Index (GWI) in 2019, suggests that consumers are increasingly choosing such products not because they have to, but because they want to.
The survey of 4,487 female internet users aged between 16-64 in eight key markets, including the UK, shows how new technologies are radically disrupting the beauty/skincare consumer journey and suggests sustainability, suitability and inclusion are what beauty & skincare consumers care most about
While price remains overwhelmingly the main driver for purchases, the consumers surveyed were making meaningful choices based on three key things.
Sustainability: Almost half, 43%, would pay more if packaging was environmentally friendly and 67% think that packaging should be environmentally friendly, and 56% the products were made with natural /organic ingredients.
Suitability is essential – testing and researching is vital for today’s buyer. The ability to see, touch and feel products ranks highest among the reasons consumers choose to purchase a product alongside finding the right product.
Finally, consumers are yearning for a wider assortment of products to allow them to express themselves and their values.
Of real interest to brands seeking to take advantage of this rapidly growing conscious consumption is how they reach this receptive audience.
Our research shows that a third (33%) of UK beauty skincare users (43% worldwide) are influenced by beauty or skincare articles (either by the editorial content itself or advertising within the articles).
Almost two-thirds (64%) of beauty consumers take action after seeing a beauty/skincare video advert, such as searching for more information, or visiting the brand’s website. However, only 8% of UK beauty consumers discover new beauty/skincare products through social media influencers, compared with 17% around the world.
Successful brands in this brave new world, it seems, will be those who put sustainability at the core of their business propositions and creatively communicate their values through premium, real media environments, particularly online.#
By Ioanna Stagia, Global Insight Director, Teads