Sustainability is a key concern for many beauty shoppers and the statistics bear it out. Our newest shopper sustainability research in 2024 has shown:
- 40% of people are willing to pay more for products that are environmentally safe,
- 32% are willing to give up convenience in return for products that are environmentally safe, and
- 32% say that when they make a purchase, they look for sustainable options first.
Sustainability is particularly important for products that directly touch the skin. For example, sustainability is highly considered for skin care (31% of shoppers), hair care (30%), and beauty products (25%).
In keeping with consumer demands, brands have continued to prioritize eco-friendly practices in 2024. Let’s consider a few of them.
Conserve water with beauty bars
Our research shows that 21% of sustainable beauty shoppers care about conserving water. Brands are meeting this demand by reformulating beauty products from liquids to bar products, a process that results in a cascade of benefits. When products contain less water, they require less plastic packaging, as well as smaller and lighter packaging. In turn, transportation costs decrease which in turn lowers the carbon footprint. In addition, consumers personally benefit from products that don’t leak, pack easily for traveling, and last a long time. It’s a win-win scenario.
Body and facial cleansers are no longer the only bar options. This year, consumers will find it easier than ever to choose from an array of beautifully sustainable bar formulations for shampoo, conditioner, shaving lotion, body lotion, body scrub, and deodorant options from brands like EcoRoots, Ethique, and Thulisa Naturals.
Lean into green AND blue beauty
Consumers are no longer satisfied with a singular focus on saving trees and forests. Although 35% of consumers want companies to focus on deforestation, our research shows that consumers in 2024 are increasingly concerned with water pollution (52%) and water conservation (42%).
Brands respect and understand this consumer desire and have taken action in a multitude of ways. They’re increasing steps to prevent ocean-bound plastic, not using liquid polymers and microbeads in products (e.g., Earth Harbor, Earth Mama Organics), developing reef-safe skin care products, and using water more efficiently. For example, Beiersdorf, the maker of NIVEA, Eucerin, and Coppertone, has implemented water road maps that reduce water loss and improve water circularity in their production processes.
Refillable packaging can be beautiful
With 43% of consumers saying they try to avoid single-use plastics, beautiful, well-designed, and reusable packaging that is worth holding on to will appeal to shoppers looking for more sustainable options. Suitable for lotions, lipsticks, perfumes, and powders, refills are less expensive than rebuying an entire package and use less plastic. Further, refillable products can give consumers more flexibility in purchase volumes and are often easier and cheaper to transport.
An array of options is available to brands ready to take up this challenge. For example, Nivea has released a new tin composed of 80% recycled aluminum, a metal that is infinitely recyclable. Similarly, Caliray has created a refillable cosmetics compact made of bamboo, a quick-growing, low-cost, and versatile plant.
Biodegradable packaging reduces waste
More than 55% of consumers consider packaging materials when choosing sustainable products, and 35% say recyclable packaging is important when considering sustainable skin care products. Not every product is perfect for refillable packaging but every package can strive to be biodegradable.
Forward-thinking brands are moving beyond traditional paper options and incorporating wood waste such as wood chips and agricultural fibers into their packaging solutions.
Rethink returns
Consumers have long demanded and struggled with easy ways to return unwanted products. Unfortunately, physical returns have a high cost – restocking costs, increased pollution from transportation emissions, and packaging waste. While larger products like furniture can be resold after being returned, many returns will never see a store shelf again for hygiene reasons, in particular beauty products.
Rather than returning products, more retailers and brands are inviting consumers to donate those items or simply keep them for a returnless refund. Today, retailers like Amazon, chewy, Thinx, and nectar offer returnless refunds.
Summary
Beauty brands and retailers are increasingly embracing sustainable solutions to address consumer demands for more eco-friendly products. This includes the responsible management and conservation of water resources, using refillable and biodegradable packaging, and reducing carbon emissions in production and transportation. By adopting these practices, beauty companies not only reduce their environmental footprint but also cater to a growing segment of conscious consumers who prioritize sustainability.
Understanding how your shoppers envision sustainability is key to growing and retaining a loyal customer base. The shopper insights experts at Explorer Research have the deep knowledge and tools to help you understand how your shoppers view sustainability, and ultimately connect with them in a more relevant and current way. Get in touch with us to explore your opportunities further.
