Global technology startup CleanHub has announced the results of a survey it conducted to assess consumer sentiment towards clean beauty trends in cosmetics and personal care. The company, which has partnered with a variety of companies including beauty brands Sunday Riley, Naughty, Bloom and Derma-E, uses AI technology to “take plastic out of our oceans through track-and-trace waste recovery. The ‘Keep It Out’ collection is verified according to ISO standards, giving brands confidence in their impact. ” said Nikki Stones, Vice President of Marketing at CleanHub.
Key takeaways from the data results, recommendations on how beauty brands can use the findings to better meet consumer demand for clean beauty products, We spoke to Stones for more insight into the research, including predicting trends. 2024.
Research method and important points
To conduct the Clean Beauty Survey, CleanHub “surveyed people who consider themselves to be the primary decision makers when purchasing personal and health care products,” Stones said. said. The data was “collected through an online survey that included 15 questions about clean beauty trends,” she explained, and “a total of 523 people, ranging in age from 18 to 65, completed the survey.” did.
Regarding the key takeaways from the survey results, Stones said the key takeaway from the data is that “consumers want change from brands.” “Data shows that buyers are looking for brands that limit their impact on the planet, and some are willing to pay more to do so,” she said. added.
These sentiments are clearly reflected in the data itself, with “63% of respondents considering clean beauty to be ‘very important’ or ‘very important’ when choosing cosmetics.” She continued, “81% of the sample group believes brands should do this.” Actively reduce plastic packaging. ”
Additionally, she highlighted that “70% of respondents take a closer look at a company’s eco-certification” and that “more than half of respondents take a closer look at a company’s eco-certification.” [of the survey’s respondents] Question the authenticity of brands’ clean beauty claims. ” These results further emphasize that “brands need to listen to their audiences and consider sustainable paths wherever possible,” Stones said.
Leverage data discovery
To better understand consumer demand for clean beauty products and apply these findings to meet it, companies across the cosmetics and personal care product supply chain should first understand that consumers are demanding change. Stones said, “Once we see consumer feedback firsthand, it’s time to take action,” she added.
One action companies in the beauty industry can take is to “change/analyze the lifecycle of their products and packaging to understand what changes they can make to make them more circular.” Deaf, she recommended. Another option for her is to consider packaging alternatives.
“Packaging is often constructed from multiple layers of materials to ensure that the product is protected from external elements that may damage or contaminate it, while still marketing the product itself,” she says. explained. Unfortunately, “this combination makes it very difficult for recycling facilities to separate and reuse the materials,” so “switching from multilayer plastics to mono (single) material plastics will help make packaging more circular.” “There is potential for significant improvements in sexual performance,” she said.
Another option for brands to become more sustainable would be to consider refillable product models. “Refillable cosmetics can reduce packaging waste by encouraging consumers to reuse the same containers,” Stones said. In this way, brands can “not only reduce plastic waste, but also increase customer loyalty to repurchase the same product,” she said.
A third option would be for brands to consider plastic offset initiatives. “Our research shows that 64% of shoppers expect brands to offer better plans to eliminate plastic packaging,” Stones said, adding that “64% of shoppers expect brands to offer better plans to eliminate plastic packaging. Offsets are an immediate way to support communities around the world while reducing plastic waste in highly polluted areas.”
For example, one way to implement this type of initiative is to say, “With every purchase, cosmetics brands invest in efforts to extract plastic from the environment. [which] “This will enable beauty brands to proactively contribute to reducing the plastic they produce while demonstrating their sustainable commitment to their customers,” she explained.
A final option for beauty brands to become more sustainable is to eliminate excessive packaging altogether. “Manufacturers tend to seal many products with layers of plastic or pack them in cardboard boxes,” Stones says, adding, “Sometimes this is for hygiene reasons, but often there are too many Packaging is just aesthetics and is similarly easily eliminated.”
Regardless of how a company begins to become more sustainable, it is essential to clearly communicate its efforts, Stones concluded. Brands will share “more details about their business values and practices, and how their products are made and sourced” and “be transparent and clear about their sustainable practices so that consumers can make informed and conscious choices.” I will make it possible.”
Clean beauty in 2024 and beyond
Looking ahead, Stones said, “The clean beauty industry has grown significantly over the past few years and is estimated to grow by a further 14% over the next 10 years.” Therefore, “as the rise of conscious consumers continues, the industry has no choice but to adopt greener practices,” she continued.
“Given that demand is only going to get stronger as more Gen Z and Alpha buyers enter the market, brands need strong sustainability practices to future-proof their businesses. Strategy will be important,” she added. Stones said that with an estimated one-third of the U.S. beauty market now considered clean, “we can expect the rest of the market to work towards becoming more sustainable soon.” Ta.
For it to succeed, “consumers are understandably wary of greenwashing and will avoid brands that pay lip service to sustainability.” “Brands need to be transparent and back up their claims,” she concluded.
Regarding CleanHub in particular, Stones said the company plans to “continue to monitor consumer and brand sentiment in this space.” Additionally, in the future, CleanHub “plans to collect data on other topics related to plastics and conduct research focused on other industries,” she said.