Nick vaus, partner of free the birds, believes that more and more consumers will turn to purposeful beauty consumption. A recent do something strategic survey of 13 to 25 year olds found that 77% of respondents buy products simply because they support the brand's values, and about two fifths do so regularly.
By using sustainable ingredients, packaging and manufacturing processes to make a positive contribution to the planet, consumers will be satisfied when purchasing products of such brands. In addition, consumers are also attracted to brands that have a positive impact through their commitment to social causes. The brand should ensure that these commitments are well aligned with the brand's purpose.
"Today's consumers want to participate not only in a brand that only shows off their identity, but also in the search for a brand that can tell stories, make consumers feel involved and be part of a community." "It's not enough to have a great product," said Katz, founder of base beauty. Consumers want the brand to identify with her personal values and demand that the brand represents something real and thoughtful. "
Zero waste in the beauty industry is the main trend in 2019, but by 2020, zero impact is not enough. Brands will need to reduce environmental hazards and make products that have a positive impact on the environment.