Mintel2019年全球美容及个人护理趋势英文2019222页

2019GLOBALBEAUTYANDPERSONALCARETRENDSub-ZeroWasteAnewdawnisfastapproachingforbeautyandpersonalcare.0405WHATISTHETREND?Ifbrandsdon’tchangetheirapproachnow,theywon’texistinthefuture.Beautyandpersonalcare(BPC)businessesmustswitchtoawholenewparadigmintermsofsustainabilityandzerowaste.Somecompaniesarealreadydiscussingtotallycircumventingpackaging.Thisisnotjustatrend,itisamovement.WHATYOUSHOULDDOABOUTITGainingthefirst-moveradvantageiskey.Thecompaniesthatputcurrentprofitsaheadofinvestmentinzero-wastesolutionswillloseoutinthelongterm.Indiebrandsalreadyhaveanedge,astheyhavebuilttheirbusinesspracticesaroundethics.High-profitBPCbrandsthataren’tinvestinginthisareaarealreadycondemningthemselves.HOWYOUCANLEADTHEMOVEMENTBeingsustainabledoesn’tmeancompromisingonqualityorluxury.Innovateandbecleverwithupcyclingconcepts,refills,andproduct-lifeextensions.Betransparenttocreateabetterrelationshipwithconsumersandprovidethemwiththeguidanceandeducationtomakechanges.Whyyoumustactnow.0607YOURCUSTOMERSDEMANDACTIONThisisnotjustatrend;it’samovementtowardsaground-shakingnewarchetypefortheindustry.SomeBPCcompaniesarealreadydiscussingcompletelyremovingpackagingfromtheequation.Ifbrandsdon’tchangetheirapproachnow,theywillbecomeinsignificant.Thefirst-moveradvantageiskeytoachievingsuccessandbrandsthatplacecurrentprofitsaheadofmakingthenecessaryinvestmentinzero-wastewillnotbearoundinthefuture.Nativebrandsalreadyhavetheupperhandastheyhavebuilttheirbusinesspracticesaroundethics.Largerbrands,whoaremovingasslowasoiltankers,mustthinkaboutbecomingspeedboatstocatchupwithsmaller,morenimblecompetitors.Yourcustomersarepayingalotmoreattentiontotheirimpactontheplanetandclimatechangecallsaremoredrasticthaneverbefore.Abigger-picturefocusisneededthroughoutthebeautyandpersonalcareindustrysupplychainforatruezero-wastementality.Whatisthetrend?0809Thisisnotjustatrend;it’samovementtowardsaground-shakingnewarchetypefortheindustry.1011Aswastereductionbecomesmoreevidentinday-to-daylives,moreglobalconsumerswillscrutinisetheirbeautyroutines.54%ofBrazilianswhoarepotentialbuyersofgreen/ethicalproductssaytheypurchasesustainable/environmentallyfriendlygoodsbecausetheydon’tliketowaste.44%ofUSnatural/organicpersonalcareconsumers,whobuyamixofmainstreamandnatural/organicbrands,saytheylivesustainably.IT’STHEDAWNOFATOTALLIFESTYLESHIFT24%ofIndianconsumersaremotivated/wouldbemotivatedtoliveamore‘natural’lifestyletosupportenvironmentallyconsciousbusinesses.`*MintropolitansarebroadlydefinedbyMintelasthosewhorepresentasignificant,sophisticatedconsuminggroup(aged20-49)whopursuequalityofliferatherthanjustwealth,arewelleducated,andarethepotentialtrendsetters.74%ofbeautyandpersonalcareconsumersinSpainareconcernedthattheingredientsusedinnaturalproductsarenotsustainable.54%ofUKbeautyandpersonalcareconsumersoftenresearchproductsonlinebeforetheybuythem.58%ofChineseMintropolitans*agreetheyarewillingtopaymoreforethicalbrands.Source:Mintel1213SustainabilityisinthespotlightMorepeoplearequestioningbrandsontheireco-ethicalpractices,yeteffortstochangearestilllimited.Thishascreatedanopportunityforbrandstomakemoney.Butaquickfixwon’tdo;brandsneedalong-termstrategythatconsiderseveryelementofthesupplychain.Justoneweaklinkcouldundermineanygoodintentions.‘Fastbeauty’isslowingBPCconsumersareseekingmorestraightforward,simplebeautyroutines,andtherewillbeabacklashagainstbrandsthatpurposelycreatelimitedshelflifeproducts,orencourageoverconsumption.Thereisscopetocreateproductsthatcanbereinvented,notreplaced,andopportunityfornewformatsandpackagingthatsupportlonger-lastingortransformativeproducts.TherearenewdemandsonbrandsBrandsmustbemoreenvironmentallyresponsibleandmustbetransparentabouttheirpractices,butconsumersmustalsotakesomeaccountability.Manypeoplewanttohelp,butaren’tsurehow,sobrandscanwinloyaltybyusingeducationandofferingsimplesolutions.Theseprovideafeel-goodfactorandsaveconsumersmoneyandtime.REFILLING,REPURPOSING,RECYCLINGANDREINVENTINGMorepeoplearequestioningbrandsontheireco-ethicalpractices,yeteffortstochangearestilllimited.1415Whatyoushoulddoaboutit.1617THEPRIMARYPLEDGESNativebrandssuchasEthique,Lamazuna,LOLIBeautyandSeedPhytonutrientshavebuilttheirbusinessesonenvironmentalpolicies.Becauseofthis,thesesmallerbrandscanbemoreaggressiveandhaveastrongerviewpoint.Biggerbrands,ontheotherhand,needtomakethemselvesapartofthemovementand,betteryet,getaheadoftheconversation.Ethique(Australia)is“onamissiontoeradicatetheworldofplasticwasteandwewantyoutobeapartofit”(viaInstagram@ethiqueusa).Smallerbeautybrandscanbemoreaggressiveandhaveastrongerviewpoint;biggerbrandsneedtomakethemselvesapartofthemovementandgetaheadoftheconversation.LOLIBeauty(US)is100%waterless,packagedinreusableglassjars,andthefirstpersonalcarebrandtobeamemberofMadeInAFreeWorld,atechnologyplatformthathelpsbrandsassesstheriskofpeopletraffickingintheirsupplychain(viaInstagram@LOLIbeauty).Lamazuna(France)isanorganic,vegan,zerowastecosmeticsandpersonalcarebrand,featuringhandmadeproducts(viaInstagram@ethiqueusa).1819AdopterslikeUnileverandL’Oréalhavebothpl