How Consumers Are Engaging With Sustainability In Beauty
Earlier this month we sponsored a fantastic panel talk hosted by retail expert Wizz Selvey - “How Consumers Are Engaging With Sustainability In Beauty” - to find out how brands’ customers react to sustainable initiatives and what the best steps are for building - and growing - a sustainable beauty brand for the future.
“‘When you say sustainable, what does that mean to you? By definition, sustainable isn’t actually achievable… You take something that will regrow in its place at no impact, but we know everything we do has an impact. Sustainable we can never be, but by clearly defining what we mean we can talk about our impact and how to reduce it.”
‘Sustainability’ is often a misused term, especially in the beauty industry. It’s often used as marketing tool rather than a measure of the the impact of a product or service.
It can also mean different things to different people, its definition often not clarified in the context it’s used. Furthermore, just because something claims to be sustainable doesn’t mean it’s having zero impact on the environment.
In most cases our consumption of goods produces waste. So how do brands create or even grow a business while making choices which reduce or even improve their impact on society? What can they do to package these goods in the least impactful way?
The Speakers
Chloe Luxton, Founder of Bramley Products
Founded in 2009, Bramley is a brand rooted in the British countryside. Their products can be found across a range of settings, from The Pig Hotels to John Lewis. They recently launched a new skincare range which is refillable.
Dan Coppins, Packaging Technologist and Sustainability Consultant
Dan has a deep understanding of packaging technologies and how to implement them. Having previously worked for Designer Parfums and KMI Brands, he has vast experience in helping businesses move in a more conscious direction regarding environmental impact.
Assel Kapparova, Founder of Necessary Good
Founded as a refillable skincare business, designed to be repurchased without all the unnecessary packaging. ‘I was tired of having to deal with all the packaging and waste that comes with most beauty products.’
Laura Rudoe, Founder of Evolve Beauty
Founded in 2009, Evolve Beauty's mission is to make sensorial products that deliver effective results, yet are healthier, greener and kinder for you and the planet. Their belief is that business can be a force for good and is at the heart of everything they do, certified COSMOS organic, vegan, cruelty free, carbon neutral and B Corp. They source all ingredients to maximise quality, and produce in small batches to reduce waste and ensure the products’ freshness.
Key Takeaways
Stay focussed and define what you do
Clearly define the terms (eg sustainable, organic) you use and what they actually mean to your brand. How you communicate with your customers is vital to the success of your business.
Communicate clearly what you’re doing and why.
Take your customers on the sustainability journey with you. It’s complex and challenging, help them understand these nuances so they can make better choices.
Be honest with your customers about what you’re doing. Customers value your integrity as a brand.
Greenwashing often isn’t intentional. It’s because brands don’t understand the full supply chain of their packaging.
Make it easy for customers
Consumers care about sustainability, but it has to be easy.
Will they remember to take their bottles to a shop to be refilled? Will they be bothered to send their empties back to be cleaned?
Consumers are unlikely to embrace your sustainable choice if it’s difficult to adopt.
Look for ‘win-wins’. Eg sourcing ingredients which also give back to communities or regenerate ecosystems.
Make it work for your business
Change takes time and consumer education is key. As a brand, you have the unique opportunity to speak directly to customers, to engage and to educate - take them on the journey with you.
Certification helps eg Cosmos, Soil Association, BCorp. Do the work for your customers so they can trust what you’re doing. It’s good to get someone else to mark your homework.
Build sustainability into your brand DNA. It’s hard to be perfect, so prioritise an area that’s important to you. ‘Goodness’ is built into Evolve’s business model, sustainability is part of its value.
Most importantly
Be brave and be bold! It’s ok to be wrong, it’s ok to change your mind if there is a better way to solve a problem. Share this experience with your customers. They will value this honesty and are happy to be on the journey with you.
