2019全球美容与个人护理趋势（英文版）_22页_6mb

Sub-Zero Waste Summary

Core Content

The Sub-Zero Waste trend is a significant shift in the beauty and personal care (BPC) industry, driven by growing consumer awareness and demand for sustainability. This is not merely a trend but a movement that is reshaping the industry's future, pushing brands to adopt zero-waste practices and rethink their entire supply chain.

Main Points

• The Trend is a Movement: Brands that do not adapt to zero-waste practices risk becoming obsolete. The movement is centered around eliminating packaging, promoting sustainability, and reducing environmental impact.
• Consumer Demand for Action: A majority of consumers across the globe are actively seeking ways to reduce their environmental footprint. They are more informed and willing to pay for ethical and sustainable brands.
• Innovation and Education: Brands must innovate with refillable, reusable, and upcycled packaging, while also educating consumers on how to reduce waste and participate in sustainability efforts.
• Global Examples and Commitments: Major brands like Unilever, L'Oréal, and Procter & Gamble have pledged to use 100% recyclable, reusable, or compostable plastic by 2025. Smaller brands such as Ethique, Lamazuna, and Loli Beauty are leading the charge with more radical approaches.
• New Business Models: Pop-up retail and online platforms like Glambot are emerging as sustainable alternatives, allowing consumers to buy and sell used products, thus reducing waste and promoting circularity.

Key Information

• Consumer Statistics:
  • 44% of US natural/organic personal care consumers buy a mix of mainstream and natural/organic brands and live sustainably.
  • 54% of Brazilians buy sustainable products to avoid waste.
  • 58% of Chinese Mintropolitans are willing to pay more for ethical brands.
  • 74% of Spanish beauty consumers are concerned about the sustainability of natural product ingredients.
• Sustainable Packaging Innovations:
  • Lamazuna uses reusable/refillable packaging and collaborates with local artisans.
  • Ethique focuses on eliminating plastic waste.
  • Loli Beauty is waterless and uses reusable glass jars.
  • Labouche Rouge Paris offers leather cases for reusable packaging.
  • Kjaer Weis uses high-end metal for refillable packaging.
• Refill and Upcycling Solutions:
  • Brands like Gotha Second Chance and Moon Mousse offer products that extend the life of existing items.
  • Pacifica upcycles empty bottles into other BPC items.
  • Glambot is an online platform for buying and selling used beauty products.
• Technology and Transparency:
  • Blockchain and crypto-anchor technology are being used to track a product's lifecycle and ensure authenticity.
  • Transparency in supply chain practices is crucial for building consumer trust and loyalty.
• Challenges and Opportunities:
  • The movement is gaining momentum, with some brands already leading the way.
  • Larger brands must accelerate their efforts to keep up with smaller, more agile competitors.
  • There is a need for long-term strategies and systemic changes to ensure true sustainability.

How to Lead the Movement

• Innovate with Clever Luxury: Create products that are both sustainable and luxurious, avoiding the backlash that could arise from perceived compromises.
• Make It Seamless: Introduce packaging and products that fit into a zero-waste lifestyle without disrupting consumer habits.
• Educate and Engage: Provide guidance and education to consumers, helping them understand and participate in waste reduction.
• Offer Post-Purchase Support: Implement return schemes and upcycling programs to ensure that the product lifecycle is as sustainable as the product itself.
• Adopt New Retail Models: Use pop-up stores and digital platforms that align with environmental responsibility and reduce waste.

Timeline of Adoption

• Now: Emerging brands are at the forefront of the movement.
• 5 Years: The trend is expected to mainstream across the industry.
• 10 Years: Established brands will reach a plateau in their sustainability efforts.

Conclusion

The Sub-Zero Waste movement is accelerating, and brands that embrace it now will be better positioned for the future. Sustainability is no longer optional; it is a necessity for long-term success in the BPC industry.