Needs of eco-conscious consumers

Eco-consumerism is an underlying trend, where customers feel responsible for their actions and want to be empowered while making their purchases. The Covid-19 crisis has considerably increased the importance of sustainability in the cosmetics purchasing decision process with the cosmetic industry having to ensure clean and ethical beauty. Organic and natural products,local supply chains, ethical partner-ships, green technologies with low carbon impact, and sustainable sourcing for cosmetics are some major keystones of important sustainability commitments. One thing is obvious: manufacturing sustainable ingredients is even better when it is done with ethically sourced raw materials. 

Importance of sustainability

Sustainability is being embraced by the beauty industry as many ingredients used in skin care, cosmetics, and hair care come from nature. With the rise of conscious consumers (also called consum-actors), consumers are shifting towards adopting pared-down beauty routines and tend to buy less beauty products.

Their choices will go for higher quality cosmetics, mixing naturality, performance, healthiness, and low impact on the environment. They may for example opt for an eco-conscious ‘skinimalism’ approach: products with fewer ingredients, but proven efficacy and safety.

New consuming trends that are appearing in a post-Covid context, further confirm consum-actors’ demand for sustainability:

• 72% of customers believe that every individual is responsible for caring for the planet¹
• 86% are looking for more sustainable and equitable products (28 countries surveyed)²
• 70% of Gen Z in the US said they would be more likely to buy sustainable products since the pandemic³

So, consum-actors are looking for:

• natural ingredients, organic is even better
• complete transparency and traceability, from ingredient sourcing to final product manufacturing
• low environmental impact during production and transport across the whole value chain.

Among all of these conscious consumers, you can find the ‘localist’ consumer. This group looks for easy-to-understand products, with strong sustainable claims, with low impact on nature and the climate. The ‘localist’ customers’ beauty routine is minimised and uses only environment-friendly products, as they tend to look for natural and sustainably sourced cosmetic ingredients. They will rather choose ecological and ethical brands, whose efforts are recognised by third parties, either labels or social media. To answer the specific demands of ‘localist’ consumers, beauty brands are pushed towards new sustainable innovations: waterless beauty, upcycling, carbon neutrality and reusable packaging.

As an example, on the French market, 73% of the consumers would rather use beauty and personal care products made with ingredients coming from local producers. 55% of them are even ready to pay a higher price for such products4. Being transparent and communicating on the origin of the products becomes a requirement to gain trust from such customers. 100% French ingredients become a great eco-conception asset for French value-driven cosmetic brands. 

Practical implementation

Sustainable sourcing of cosmetics and a responsible supply chain is essential for maximum transparency which is valued by eco-conscious consumers and consum-actors. Responsible sourcing approaches ensure many of the demands for the planet and for the people are met: 

• organic production of the plant, or reasoned harvest of wild plants, preserving the balance of ecosystems
• green-key technologies for eco-designed ingredients
• full traceability and transparency of the supply chain
• ethical relationships with suppliers, allowing direct contact and freedom of communication
• win-win partnerships, based on mutual trust and fair prices.