It is important for young people to buy ＂green＂ beauty cosmetics.
Guangzhou Daily News (all-media reporter Chen Xin) Nowadays, whether beauty brands practice the concept of "sustainability" has become an important factor affecting the purchase decision of the younger generation of consumers. Cosmetic eggs made of plant raw materials, lipsticks with "vegetarian" patented ingredients instead of animal ingredients, recyclable packaging containers … These products that combine beauty with "green" are winning the favor of young people more and more. The "green" low-carbon wind in China International Import Expo(CIIE) Beauty Zone is also the best epitome of global beauty brands practicing the "green" concept. The whole industry is making efforts to "green" from different dimensions such as composition, experiment and packaging.
When taking stock of the "achievements" of this "double 11" shopping festival, the "post-00" girl orange is most satisfied with the "green" beauty egg she bought back. In a well-known cosmetics retail store in a shopping mall in Tianhe business district, all-media reporters saw that the beauty eggs favored by oranges were placed in a conspicuous position in the store, and the advertising language on the billboard next to them declared that the beauty eggs were "green", pure and sustainable. The introduction of the salesperson in the store also explained the reason why the orange looked at it differently: in addition to greatly saving cosmetics, it also contained renewable plant ingredients, and the packaging jar was also made of recycled resin, and a more sustainable production process was adopted.
Orange told reporters that whether the product is "green" or not has become an important factor affecting her purchase decision.
There are many young consumers like oranges. In the store, the salesperson pointed to a skin care area popular with young people. This series of products used more than 90% natural ingredients, and some products used sugarcane residues to make degradable packaging materials. "Today’s young customers are more easily moved by the brand concept of’ natural’ and’ sustainable’, and they are actually integrating environmental protection concepts into their daily lives."
Corresponding to this attention, many young consumers are disgusted with ecological destruction. Mina is a "post-95" beauty lover. She told reporters that she has strict standards for brand selection, from ingredients to processes to packaging. "I once received a’ big hand’ luxury gift box. When I opened it, there was only a small tube of lipstick. In addition, it was all wrapping paper and dried flowers. It was really a waste. Since then, those over-packaged brands have been blacklisted by me. "
Then, in order not to be blacklisted by consumers and practice brand responsibility, how hard do beauty companies work?
This can be seen from the just-concluded Fourth China International Import Expo (hereinafter referred to as "China International Import Expo(CIIE)"). This year’s "China International Import Expo(CIIE)" is full of "green" and low-carbon wind, and the field of beauty cosmetics and daily chemicals is no exception. The "green" achievements are presented one by one, such as L ‘Oré al building an exhibition area with sustainable materials, Procter & Gamble launching an innovative e-commerce packaging "air capsule" and a "wild little green bottle" with recyclable and environmentally friendly aluminum bottles. In fact, this is just a microcosm of the "green" practice in the field of beauty.
Recently, Mintel, a global market research and consulting company, released "Global Beauty and Personal Care Trends in 2021", pointing out that future beauty brands will cooperate with more technology companies to help consumers obtain more transparent information and work together to reduce the environmental burden.
According to the actual situation of the domestic market, Pan Helin, executive dean and professor of the Institute of Digital Economy of Zhongnan University of Economics and Law, told reporters: "Although the awareness of environmental protection has been deeply rooted in the hearts of the people, for the vast majority of consumers, the most critical factor affecting the purchase decision is product utility. It is best to combine the concept of environmental protection with the utility of products, such as non-toxic, harmless, pure natural beauty of Xian Yi, old and young, and effectively increase the use income of consumers. "
Source: Guangzhou Daily
