Earth day 2021
AS THE WORLD slowly RETURNS TO NORMAL, WE CAN’T GO BACK TO BUSINESS-AS-USUAL. So how can we make sure we’re doing what we can where we can?
Earth day is a global shout out to ensure we’re focussed and keep us on the right track!
On the 22nd of April, every year, more than a billion people pause and celebrate world earth day, as well as contemplate the bigger question - how do we protect the planet?
It’s a moment of reflection we can all take to think about the impact we personally have on the planet. It also brings to light the bigger impacts the affect us all, such as pollution and deforestation.
Big or small, every decision we make has an impact on our wonderful planet, and this day gives us all a chance to think about new ways we can make our own small footprint count towards a bigger change.
2020 - now there’s a year for the history books. Whilst we can all agree it brought so many challenges and hardships, one positive to take away is how our ‘human pause’ allowed the Earth to catch it’s breath- just for a moment.
Skies cleared, and mountains were seen on the horizon for the first time in 30 years in India.
Sustainable beauty
Sustainability in the products we use is no longer a ‘trend’ or a ‘nice to have’- it’s something we demand as consumers and seek to better in the product development industry.
We are seeing a rise in demand for new, industry leading, biodegradable and planet friendly materials - and even the ‘freckles or imperfections’ we see in these products are no longer seen as a bad thing - instead are embraced and even called out as part of the brands we see! And a positive spin is that if looks like investors are finally getting on board and support brands that have a sustainable agenda.
Sustainable beauty isn't just about the ingredients listed on the box, or how the packaging is made, it's also about looking at the amount of 'new' products shoppers need to buy and how brands can help us shop savvier. Every brand has a different ethos and a different set of rules they abide by but refillable beauty is the future - it's popping up so much more now and soon it'll just be the norm.
One way to support the consumer quest for sustainability is by using refillable packs. Initially, a more expensive unit price BUT refills should then be more cost effective and add to the positive brand experience.
Fenty Skin eliminates excess outer packaging whenever possible, and while some products still require protective paper boxes, these are always recyclable.
It’s less packaging and less expensive, but a more luxurious experience - ticks all the boxes.
Natural deodorant is certainly having it’s moment in the spotlight (and is something we’ve been fans of for a long time). What could be better than a natural, aluminium free deodorant in fully personalised packaging- and not to mention its biodegradable and designed to last a life-time?
We love a product that not only smells and looks great but also does better all-round.
Balancing the green
However, like all things - balance is key! With the demand in new, biodegradable resources we are actually seeing a global shortage in sugar cane materials (the new go to alternative plastic rather than oil based). with the increase in popularity of a new materials, needing regulation. Brazilian sugar cane harvested from uncertified producers could be adding to the deforestation of the Amazon (coupled with the water needed to grow it, its a resource that needs to be carefully managed). We all need to be responsible in our sourcing protocols, whilst being relentless with research and continue to experiment with new methods and materials. This is not easy, but doesn’t mean we can ignore it - and no one is getting it right first time…
With the ever mounting pressure to be more and more sustainable its so important to be transparent. Consumers are clued up and even more aware of what they are buying, and won’t be afraid to speak up if something isn’t right.
This was seen in the recent ‘Innisfree Green washing’ issue where consumers were disappointed to discover the ‘paper bottle’ was actually covering a plastic one.
Following the backlash, the brand has acknowledged that the label “Hello, I’m Paper Bottle” may be misleading.
“We used the term ‘paper bottle’ to explain the role of the paper label surrounding the bottle,” Innisfree stated.
“We overlooked the possibility that the naming could mislead people to think the whole packaging is made of paper. We apologize for failing to deliver information in a precise way,” the brand said.
So, did the brand mislead consumers? Many aren’t satisfied with the brand’s explanations and have expressed that they feel betrayed by false marketing. With the ever mounting pressure to be more sustainable, and sometimes quicker than actually possible - brands need to be clear and manage consumers expectations - honesty truly is the best policy!
It’s important to recognise we are the change - just by swapping out some of our essentials for more sustainable options brings us all closer to achieving the same goal - to better look after our planet- after all it’s the only one we have!
As beautybrand & product coaches, product sustainability is key to the way we think. If your’re looking for support to help your new or existing beauty brand to become more sustainable, get in touch for a chat.
THE BEAUTY BRAND COACH