According to market intelligence agency Mintel, the zero-waste philosophy will gain momentum in the global beauty and personal care markets in the coming years, and as consumers become more aware of the environmental impact of disposable plastics, including the packaging of the cosmetic sector, the consumer’s desire to compensate for the damage that the production and distribution a product causes grows. The companies of the future, according to the agency, should offer this concept and ways of compensation for such damages.

One of the world’s top consumer concerns around consumption, analysts say on Mintel report ,  Sub-Zero Waste – 2019 Global Beauty and Personal Care Trend, is about waste and sustainability. According to them, manufacturers of beauty products, companies and brands must move to a whole new paradigm when addressing waste and sustainability, focusing on every aspect of the supply chain.

Sub-zero waste is a move toward a new way of doing business in the beauty and personal care sectors, and if brands do not change their approach now, they are likely to become insignificant in the near future. According to Andrew McDougall, associate director of Mintel Beauty & Personal Care, some indie brands have the upper hand  with regard to sustainable beauty as they have built their business practices around ethics and environmentally friendly practices.  “Consumers today 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. ”

Currently some cosmetic brands already invest in zero waste ideas. In Brazil Natura has for some time privileged the use of recycled and recyclable in its products, such as bottles of perfumes made from recycled glass, besides the use of green plastic based on sugarcane (Braskem). O Boticário has implemented a reverse logistics system in its approximately 3800 stores to collect, recycle and reuse the packaging it uses in its products, or direct them to its proper disposal. Small and new cosmetic companies are already born with cleaner, recyclable and / or reusable proposals, such as São Paulo’s Harah Cosmetics, from 2017, has adopted the Eureciclo Seal (New Hope Ecotech) , which certifies the reverse logistics of the packaging , thus assuming responsibility for its environmental impact. The award – winning company feito brasil uses recyclable packaging since its foundation in 2004. And VAIBE, which was born in 2017 already with a reverse logistics project, natural assets and without animal tests.

Indies brands have built their businesses with practices around zero-waste ethics. High-profit HPPC brands that are not investing in this area are already condemning themselves, analysts says on the report.

Aveda was one of the first beauty companies to use post-consumer recycled PET in their packaging, and today, over 85% of their skincare and hair styling bottles contain 100% recycled materials. The brand is now experimenting with combining recycled plastic with plant-derived ones to make their tubes even more sustainable.

The global brand of massive products Procter & Gamble since last year has been using shampoo bottles with recycled plastic that are thrown by the sea on the beaches and Lush  the beauty store is aiming at going 100% plastic free.

Being sustainable does not mean compromising quality or luxury, say Mintel analysts. For them to innovate and be smart with concepts of upcycling, the use of refills and the life of the product are measures within reach of companies and all sizes. Being transparent to create a better relationship with consumers by offering them guidance and education to make changes are other responsible actions pointed out by the agency.

This is not just a trend; is a move toward a new archetype for the industry. Some HPPC companies are already discussing by completely removing the packaging from the equation. If brands do not change their approach now, they are likely to become insignificant, say Mintel analysts.
The need for waste reduction is becoming more evident in everyday life and more global consumers are reevaluating their beauty routines. The need for waste reduction is becoming more evident in everyday life and more global consumers are reevaluating their beauty routines.

Mintel’s data points out:

-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.
-44% of US natural/organic personal care consumers, who buy a mix of mainstream and natural/organic brands, say they live sustainably.
– 54% of Brazilians who are potential buyers of green/ethical products say they purchase sustainable/ environmentally friendly goods because they don’t like to waste.
– 74% of beauty and personal care consumers in Spain are concerned that the ingredients used in natural products are not sustainable.
– 24% of Indian consumers are motivated/would be motivated to live a more ‘natural’ lifestyle to support environmentally conscious businesses.

Thus, the waste of zero is in the focus of the consumers. Sustainability is in the spotlight. More people are questioning brands in their eco-ethical practices, but efforts to change are still limited. Brands need a long-term strategy that considers each element of the supply chain, the agency says.Os consumidores de HPPC estão buscando rotinas de beleza mais simples, e haverá uma reação contra marcas que propositadamente criam vida útil limitada para produtos nas prateleiras ou incentivam o consumo excessivo.

Mintel analysts say there is room to create products that can be reinvented, not replaced and opportunities for new formats and packaging that support longer lasting products or transformers. Brands should be more environmentally responsible and transparent about their practices, but consumers should also be involved. Many people want to help but do not know how.

Brands can assist consumers postpurchase, informing them on packaging disposal, and offering upcycling schemes. Brands can win loyalty by using education and offering simple solutions. These provide a feel-good factor and save consumers money and time.

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.

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’

Creating new ‘end purpose’ packaging concepts, ancillary products for storing and transporting zero-packaged products, as well as adding ‘wastefree’ beauty treatments, will appeal.

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.

As 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,

According to Mintel, the zero waste trend will transform the beauty and personal care industry over the next five years and will evolve in ways even we can´t preduct over the next decade.  Starting to develop this irrevocable trend and that came to stay is a gain for the companies to stay ahead.