Mintel-2019年全球美容及个人护理趋势（英文）-2019.2-22页.pdf

2019 GLOBAL BEAUTY AND PERSONAL CARE TRENDSub-Zero WasteA new dawn is fast approaching for beauty and personal care.0405WHAT IS THE TREND?If brands dont change their approach now,they wont exist in the future.Beauty and personal care(BPC)businesses must switch to a whole new paradigm in terms of sustainability and zero waste.Some companies are already discussing totally circumventing packaging.This is not just a trend,it is a movement.WHAT YOU SHOULD DO ABOUT IT Gaining the first-mover advantage is key.The companies that put current profits ahead of investment in zero-waste solutions will lose out in the long term.Indie brands already have an edge,as they have built their business practices around ethics.High-profit BPC brands that arent investing in this area are already condemning themselves.HOW YOU CAN LEAD THE MOVEMENT Being sustainable doesnt mean compromising on quality or luxury.Innovate and be clever with upcycling concepts,refills,and product-life extensions.Be transparent to create a better relationship with consumers and provide them with the guidance and education to make changes.Why you must act now.0607YOUR CUSTOMERS DEMAND ACTIONThis is not just a trend;its a movement towards a ground-shaking new archetype for the industry.Some BPC companies are already discussing completely removing packaging from the equation.If brands dont change their approach now,they will become insignificant.The first-mover advantage is key to achieving success and brands that place current profits ahead of making the necessary investment in zero-waste will not be around in the future.Native brands already have the upper hand as they have built their business practices around ethics.Larger brands,who are moving as slow as oil tankers,must think about becoming speedboats to catch up with smaller,more nimble competitors.Your customers are paying a lot more attention to their impact on the planet and climate change calls are more drastic than ever before.A bigger-picture focus is needed throughout the beauty and personal care industry supply chain for a true zero-waste mentality.What is the trend?0809This is not just a trend;its a movement towards a ground-shaking new archetype for the industry.1011As waste reduction becomes more evident in day-to-day lives,more global consumers will scrutinise their beauty routines.54%of Brazilians who are potential buyers of green/ethical products say they purchase sustainable/environmentally friendly goods because they dont like to waste.44%of US natural/organic personal care consumers,who buy a mix of mainstream and natural/organic brands,say they live sustainably.ITS THE DAWN OF A TOTAL LIFESTYLE SHIFT24%of Indian consumers are motivated/would be motivated to live a more natural lifestyle to support environmentally conscious businesses.*Mintropolitans are broadly defined by Mintel as those who represent a significant,sophisticated consuming group(aged 20-49)who pursue quality of life rather than just wealth,are well educated,and are the potential trendsetters.74%of beauty and personal care consumers in Spain are concerned that the ingredients used in natural products are not sustainable.54%of UK beauty and personal care consumers often research products online before they buy them.58%of Chinese Mintropolitans*agree they are willing to pay more for ethical brands.Source:Mintel1213Sustainability is in the spotlightMore people are questioning brands on their eco-ethical practices,yet efforts to change are still limited.This has created an opportunity for brands to make money.But a quick fix wont do;brands need a long-term strategy that considers every element of the supply chain.Just one weak link could undermine any good intentions.Fast beauty is slowingBPC consumers are seeking more straightforward,simple beauty routines,and there will be a backlash against brands that purposely create limited shelf life products,or encourage overconsumption.There is scope to create products that can be reinvented,not replaced,and opportunity for new formats and packaging that support longer-lasting or transformative products.There are new demands on brandsBrands must be more environmentally responsible and must be transparent about their practices,but consumers must also take some accountability.Many people want to help,but arent sure how,so brands can win loyalty by using education and offering simple solutions.These provide a feel-good factor and save consumers money and time.REFILLING,REPURPOSING,RECYCLING AND REINVENTINGMore people are questioning brands on their eco-ethical practices,yet efforts to change are still limited.1415What you should do about it.1617THE PRIMARY PLEDGESNative brands such as Ethique,Lamazuna,LOLI Beauty and Seed Phytonutrients have built their businesses on environmental policies.Because of this,these smaller brands can be more aggressive and have a stronger viewpoint.Bigger brands,on the other hand,need to make themselves a part of the movement and,better yet,get ahead of the conversation.Ethique(Australia)is“on a mission to eradicate the world of plastic waste and we want you to be a part of it”(via Instagram ethiqueusa).Smaller beauty brands can be more aggressive and have a stronger viewpoint;bigger brands need to make themselves a part of the movement and get ahead of the conversation.LOLI Beauty(US)is 100%waterless,packaged in reusable glass jars,and the first personal care brand to be a member of Made In A Free World,a technology platform that helps brands assess the risk of people trafficking in their supply chain(via Instagram LOLIbeauty).Lamazuna(France)is an organic,vegan,zero waste cosmetics and personal care brand,featuring handmade products(via Instagram ethiqueusa).1819Adopters like Unilever and LOral have both pledged to use 100%recyclable,reusable,and compostable plastic by 2025.The Procter&Gamble Company has committed to introducing 25%recycled plastic across 500 million haircare bottles in 2018.Seed Phytonutrients(US)believes its their responsibility to lead the way and promote environmental sustainability for the beauty industry as a whole(via ).Consumers expect brands to take responsibility for their waste.Procter&Gamble commits to introducing 25%recycled plastic across 500 million haircare bottles in 2018(via ).Meanwhile,Avon has already achieved 95%of its goal to send zero waste to landfill.This affects all corners of the world:in 2018,China banned 24 types of imported waste and stopped accepting items that had previously been sent there for disposal.Consumers expect brands to take responsibility for their waste,and will be attracted to manufacturers,companies,and brands that not only do so,but also facilitate waste reduction processes for consumers.Unilever and LOral pledge to use 100%recyclable,reusable and compostable plastic by 2025(via U).2021Listen carefully to why your customers want a zero-waste lifestyle.2223Its top of the news agenda:your customers may have seen and/or experienced:The Great Pacific Garbage Patch,aka a trash island floating between Hawaii and California.tsunamis,floods and hurricanes decimating communities.wildlife injured by plastic waste/pollution.melting icebergs.dwindling natural water resources.CONSUMERS WANT A ZERO-WASTE LIFESTYLE AND HERES WHYIt saves money:people are reducing their cost of living,growing their own food,using reusable containers and making their own products.Its healthier:some are seeking out natural solutions due to scare stories they read about certain chemicalIt inspires others:as more people make the move to zero waste,their efforts will inspire others to follow,particularly as not recycling becomes a social faux pas.It allows them to make a difference:consumers dont think of it as an all-or-nothing decision.They are taking their own steps to reduce waste,progressing into a more environmentally conscious lifestyle.22INNOVATE.AND BE PART OF THE MOVEMENTAs the new dawn for zero-waste and sustainable beauty becomes more fashionable,brands that do not address it will become off-putting to the growing group of ethical consumers.Your customers will respond better if you are leading the conversation and at the forefront of innovation for this movement.Be a driving force:take big steps and share your passion to change the world.La Bouche Rouge Paris features reusable/refillable packaging made from leather(via Instagram laboucherougeparis).2425HOW FAST IS THIS HAPPENING IN YOUR REGION?Emerging(still on the fringe or front end)Mainstreaming (gaining wider traction)Established (hitting a plateau)LOW ACTIVITYHIGH ACTIVITYLOW ACTIVITYHIGH ACTIVITYLOW ACTIVITYHIGH ACTIVITYNOW5 YEARS2410 YEARS252627How you can lead the movement.2829Innovate for a waste-free routineIn 2019,consumers will continue to focus on considerately packaged products,but will also be drawn to brands that place a wider focus on reducing waste.Creating new end purpose packaging concepts,ancillary products for storing and transporting zero-packaged products,as well as adding waste-free beauty treatments,will appeal.Support with education and initiativesBrands must fully educate customers on the part they play within the zero-waste concept.Brands can assist consumers post-purchase,informing them on packaging disposal,and offering upcycling schemes.The pop-up retail model will also need to transform away from its current disposable image.BE CLEVER:MAKE IT SEAMLESSGarnier partnered with TerraCycle and DoSomething.org in the US to highlight the importance of beauty recycling(via ).In 2019,consumers will continue to focus on considerately packaged products,but will also be drawn to brands that place a wider focus on reducing waste.3031The zero-waste concept is at odds with the prestige segment of the beauty industry;this calls for a whole new definition of luxury.Offer supply chain securityAdvancing technologies such as blockchain will allow consumers to scrutinise the entire manufacturing process,bringing a nose-to-tail approach to ingredients.Inspiration can be taken from emerging markets that have a cultural aversion to waste.Modernising retail models will allow stock control to streamline waste.Via Via cosmeticsdesign-Via PIONEER CLEVER LUXURY,BUT AVOID THE NEXT BACKLASHAs a spotlight is currently being shone on the fast-fashion industry,there is a movement towards circularity allowing products/materials to be recovered,regenerated,and reused,rather than disposed of.BPC brands should be inspired by this,but must ensure the processes used to create refillable,reusable,or repurposed products wont end up being more toxic for the environment in the long term.When devising alternative solutions,consider every part of the supply chain from an ethical and environmental standpoint.Overall,the zero-waste concept is at odds with the traditional luxurious image of the beauty industry,especially for prestige brands,so this calls for a whole new definition of luxury.3233A programme from Pacifica upcycles empty bottles into other BPC items,like toothbrushes and razors(via Instagram pacificabeauty).US-based online retailer Glambot offers consumers a space to buy and sell used cosmetics(via ).Kjaer Weis reusable/refillable packaging is made from high-end metal(via Instagram kjaerweis).A WHITE SPACE FOR UPCYCLINGUS-based online retail site Glambot offers consumers a space to buy and sell used beauty products.The brand verifies and sterilises products prior to resale,allowing consumers to sell items they dont use without guilt of waste,and allowing buyers to enjoy luxury products at lower prices.But very few BPC brands currently offer consumers the chance to upcycle their products,creating white space for innovative brands to take advantage of.Beauty and personal care brands that offer refills need to maintain post-sale contact with customers and provide information about how their new solutions are reducing waste.Implementing a returns scheme,allowing customers to return packaging they do not wish to refill,and exploring refurbished cosmetics in returned packaging at a reduced cost can ensure sustainability goals are met.3435SUB-ZERO WASTE INDEXExamples of products and services available now.3/New retail brings new flexibilityAs pop-up stores are a continuing retail trend,brands need to ensure these settings are created/removed in an environmentally responsible way.Use projection instead of printing and adapt to,rather than change,the surrounding space(via ).1/New actives sourced from throwawaysOgilvy Paris x Etat Libre dOrange I AM TRASH helps consumers visualise waste in new ways.As more products with waste-derived actives make it to market,consumers will become more focussed on complete supply chain sustainability(via ).2/Blockchain growth will publicise lifecycleConsumers also demand knowledge of a products creation.Beauty companies can leverage blockchain and crypto-anchor technology to validate a product journey from source to skin,while also combating the issue of counterfeit products(via ).36374/Extend a products lifeGotha Second Chance Mascara Drops extends the life of any mascara,refreshing a drying formula.Made from 98%natural ingredients,the product aims to reduce plastic consumption by preventing the need to discard mascaras so often(via ).6/Repair,dont wasteMoon Mousse Magic Makeup Repair Kit offers a solution for broken or cracked palettes,repairing products to reduce waste.Suitable for multiple products,including eyeshadows,bronzers,blush and highlighters,the kit has a patent-pending formula(via Instagram moonmousse).5/Packaging can have an after-useMiller Harris Forage Fragrances are presented in a recycled plastic tray,not a traditional box,designed to be repurposed for storing jewellery or small items.(via ).Get ahead of the conversation with Mintel.Theres no doubt that Sub-Zero Waste will transform the beauty and personal care industry over the next five years and will evolve in ways even we cant predict over the next decade,but what else is on our radar?Theres plenty on the horizon.If youre a Mintel BPC client,log in now to stay on top of all Mintels new beauty trend predictions.If youre not a Mintel client,please get in touch to be a part of the future of beauty and personal care.Wed love to hear from you.Mintels Global Beauty&Personal Care TeamMINTEL BEAUTY&PERSONAL CAREDefining the trends that matter for todays beauty industry.42 2018 Mintel Group Ltd.All rights reserved.The worlds leading market intelligence agency Our expert analysis of the highest quality data and market research will help you grow your