In partnership with Gattefossé, Carlin helps you to capture the spirit of the times. “Bucolism and Parsimony” was written by Géraldine Bouchot, Carlin’s prospective director for Addiactive, Gattefossé’s inspiring and creative blog. We are proud to share this content with you.

The more urban we become – according to INSEE, 95% of the French population lives in an urban area [1]– the more we dream of returning to the land!

57% of urbanites want to leave the city to live closer to nature, with 65% of those under 35 years old [2]. An attraction for a greener way of life, which resounds like a desire to return to more essential things, where humans and their natural ecosystems are brought back at the heart of concerns… And of innovation!

[1] Une aire urbaine est un ensemble composé de communes contiguës. Elle se compose d’un pôle urbain et d’une couronne périurbaine. Insee

[2] Ifop – Le retour à la campagne – April 2019

CONJUGATE SENSES

According to the IRI institute [3], French people are putting fewer everyday products in their shopping baskets to privilege quality via organic, local and innovative products. They are also stimulated by the use of digital applications that analyze the ingredients of products, such as Clean Beauty, Quelcosmetic in France, or the best known Yuka, which has 21 million users.

According to this platform [4], 83% of yukaphiles buy less and better quality products, 84% turn more to natural products and 94% have stopped buying products because of poor ratings.

A trend of de-consumption is increasing and reflects a new paradigm in our consumption patterns: from now on, the pleasure of the senses must be combined with finding meaning. Three notions will therefore combine this new injunction: naturalness, proximity, simplicity.

[3] Iri Worldwide – 1er semestre en 11 points clés – July 2019

[4] Source: Yuka panel 230 000 yukaphiles – October, 5th 2019

NATURAL CONDITION

The search for natural products first, because if urban people cannot go to nature, then it must come to them. The organic and natural cosmetics market has been accelerating since 2016, returning to double-digit growth rates that it had not experienced since the late 2000s. Currently, sales of organic and natural cosmetics (+8% to 972 million euros in 2020) represent 6.4% of the market. An increase of 2 points to 8.5% is expected by 2023 thanks to sales that will jump by 12% per year in value to nearly 1.4 billion euros at the end of the period, according to the calculations of the experts at Xerfi Precepta.

Read more: Global market value for natural and organic cosmetics and personal care from 2018 to 2027 – May 2021

Sensitivity to pollution, the stress of urban life and health awareness, are encouraging the “clean-ical” trend which blends naturalness, sustainability and hygiene-safety. It is expressed by the reduction, or even elimination of any environmental impact thanks to the organic, green chemistry and green packaging.

TASTE FOR LOCAL PRODUCTS

The health crisis has been the opportunity to rethink the way we consume, by favoring short circuits, local shops, direct sales to local producers or buying more organic products. 43% of consumers want to consume more French or local products even if it costs more. French people are demanding local products, natural, fresh, seasonal, made traditionally close to their home. According to a recent study by OpinionWay, many French people now prefer local (45%), made in France (39%) or organic (29%) products.

Read more: L’essor du local – De nouvelles opportunités pour les commerces de proximité – May 2021

The new young brand ODEN, which sells natural vegetable oils for the skin, has chosen a short circuit. Most of the oils are organically produced and are made exclusively from local French production. This is also a way of supporting producers in a fair approach.

BACK TO SIMPLICITY

Awareness of the energy and social costs of manufacturing the consumer goods that surround us is also leading to a growing number of initiatives that are more respectful of the environment.

As Low tech innovation (“low tech” is defined as technologies, services and know-how that are useful, sustainable and accessible to everyone (7)) which focuses on our primary needs such as access to water, food or energy and which is increasingly appearing as an attractive alternative. It allows us to rethink our models by proposing a local design, with simple and inexpensive methods.  The aim is to imagine products from a perspective that focuses on people rather than technology. It is therefore important for researchers and engineers to mobilize their time and skills on services that are certainly profitable, but also sustainable for the planet and with a (real) utility for users.

In this way was developed the brand of cars Dacia or “the Indestructible” [5] washing machine designed to be easily repaired and improved over time. Clément Chabot and Pierre-Alain Lévêque, two engineers from the Low-tech Lab, have been experimenting since April 2019 and for 10 months, the life in a 100% low-tech tiny house in the middle of nature. They are testing a dozen of sustainable technologies simple, sustainable and accessible to all, both technically and economically. Their monthly web series, called “en quête d’un habitat durable ” [6], shares their results.

In cosmetics, the low-tech approach converges with the “homemade” trend, which is becoming increasingly common in our daily lives. The Internet reflects well this with its multitude of blogs such as Biotenaturelle with over 49,000 subscribers or the Facebook group Aroma-zone Addicts, which has more than 78,000 members.

57% of respondents said that all natural and clean ingredients are the most important attributes to them in beauty and skincare after COVID-19. 72% of respondents indicated that the epidemic has strengthened their preference for healthier and cleaner ingredients in their beauty and skincare products.  44% of French people consider Clean Beauty as a reality and are already using it.  

Read more: Trend Report – The rise of the DIY consumer in beauty June 2021

[5] L’increvable 

[6] Low-tech Lab, En quête d’un habitat durable : À la rencontre de NeoLoco

Combining naturality, proximity and simplicity seems to be the new formula for regaining attractive bucolic development paths. However, facing the rarefaction of raw plant resources the notion of parsimony will have to complement it rapidly to ensure real sustainable innovation.

Geraldine bouchot marketing directrice carlin creative trend bureau

Géraldine Bouchot
Prospective Director

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