More than ever, green is leveraging consumption and is a lever of renewal for brands.

When environmental concerns are no longer just an issue but a global task, individuals are increasingly showing commitment to their daily consumption. Food, transport, clothing, cosmetics … each segment has to meet the challenges of transparency and traceability to continue to attract consumers.

It’s no coincidence that Pantone names “Greenery” as color of the year! More than ever, green is leveraging consumption and is a lever of renewal for brands.

THE “RESISTANTS”

After a few years of transparency and ethics on the part of the brands (which are now real prerequisites), consumers are becoming more and more expert and looking at the provenance of the ingredients and products they buy. New initiatives are taking shape: in Paris, Les Resistant restaurant realizes a project that reviews the traditional restoration circuits, with the will to respect short circuits and a dynamic of sharing, where customers discover a biographical leaflet of the producers (the “Resistants”) chosen by the team and the (reduced and ultra delectable) menu of the restaurant.

PROVENANCE

In the same vein of information and transparency, the US platform « Provenance » allows brands to move towards greater transparency by tracing the origins and history of the products and ingredients used by these brands, and end consumers to follow these advances and discover more clean brands.

A “win / win” approach: brands become actors of their change and thus, more competitive by winning the trust of their consumers, and individuals are clearly informed about product ethics.

The cosmetics sector is not outdone and has been experiencing a real green shake in recent years. Institutional brands of organic beauty have had to be renewed to continue seducing consumers: Each segment has indeed declined its commitment through a dedicated offer. The selective opens its offer to natural brands (Sephora, Douglas, Ulta), Birchbox inaugurates its green corner and more and more niche brands can pride themselves on gnawing market shares.

The emergence and then the actual positioning of organic and natural cosmetics is driven by consumers: 59% of women over 35 and up to 73% of 18-35 say it is important to review their beauty routine towards more commitment (study Harris Poll 2016)! This is a real lever for growth.

So what future trends for 2017?

If we have seen the emergence of green, transparent and ethical brands, these are today indispensable prerequisites for brands. The added value would then come from an assumed scientific expertise. 

An overview of brands where science and beauty go hand in hand: 

COMFORT ZONE

Carlin Creative Trend Office Beauty teams have had an intense crush for the brand on Cosmoprof Bologna. Then, impossible to miss out on [comfort zone].

Pure, didactic and pragmatic packagings where the function of the care is highly recognizable, without forgetting the aesthetic (packs with soft pastel colors) attracted our eyes. Then, [comfort zone] stands out thanks to a holistic claim: SKIN | SCIENCE | SOUL. A global approach to natural beauty, where skin becomes a mirror of the physical and intellectual well-being of individuals – a vision shared by consumers, seeking pragmatic benefits and general well-being. By promoting an soulful, complete, healthy and natural well-being thanks to scientific solutions, the brand is an expert in skin cosmetics, with an aesthetic added-value. 

YOUTH TO THE PEOPLE

In an effort to optimize our well-being, we are encouraged to (re) discover the benefits of each food. They reveal themselves, like superheroes, as the essential boosters of our health … and thus of our beauty throughout our lives.

This is the approach of Youth to the People, a brand “powered by super foods, perfected with science.» The mission of the brand? Apply the benefits of super foods and science to a range of anti-aging cosmetics dedicated to modern assets. Kale, green tea, spinach … these are not just the ingredients of a green smoothie, but the key ingredients of age prevention, combined with hyaluronic acid and vitamins.

A modern and transverse way to imagine the beauty green.

One question nevertheless arises: if organic and natural beauty is modernized and borrows from science its expertise and revises its packaging in an aestheticized way, natural packaging, campaigns, products remain mainly smooth and keep the perennial codes of green.

So, what part of seduction in green cosmetics? If, according to a Mintel study (2017) 3 out of 5 women prefer a natural look, there is still a place to be taken in a seduction segment.

In need for a good practice? We spotted for you the brand Kosas, coming from California, which combines natural beauty and seduction in an agile way.

KOSAS

Like [comfort zone] and Youth to the People, Kosas adds science to its values to demonstrate expertise. “Beauty, Art + Science” becomes a motto for know-how, commitment and beauty.

Thanks to a minimalist and bold packaging, closer to seduction beauty codes (Nars, Tom Ford, MAC) than to the green ones, and to visuals where models and beauty sets play a sensual and natural hybridization, the brand Is positioned on a segment of seduction more “conscious”.

What strategy to adopt to stay in the green game? Carlin Creative Trend Bureau Beauty experts can answer your questions: contact@carlin-creative.com

PAULINE BONAFOUS
Marketing Project Manager – Intimacy

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