ELITRENDS: Trends for 2024 - Beauty

As revelations about the less-than-glamorous environmental impact of the beauty sector, encompassing issues like deforestation and rising emissions, come to light, a global shift is evident. Surveys indicate that 50% of millennials and 45% of Generation Z are willing to abandon personal care brands that fall short of their environmental responsibilities. Regulatory bodies in the EU and US are responding with new legislative frameworks to address these concerns. In the face of climate urgency, consumers are becoming increasingly discerning, rejecting greenwashing and demanding authentic and impactful sustainability efforts. For brands, the challenge extends beyond merely implementing green measures; it involves effectively showcasing the significance of these initiatives. How can brands bring their sustainability narratives from behind-the-scenes to the forefront?

CASE 1 - DOVE & RIMBA COLLECTIVE

Partnership aims to restore 123,000 acres of rainforest in Southeast Asia

In July 2023, Dove joined forces with Rimba Collective, based in Singapore, to introduce the Dove Nature Regeneration Project—an initiative aimed at preserving a substantial portion of the Southeast Asian rainforest. As an extension of the campaign's outreach, Dove plans to introduce an augmented reality (AR) experience in select Walmart stores. This AR experience will immerse shoppers in a virtual rainforest, superimposing the lush environment onto their surroundings.

As of the beginning of 2024, only three out of the top 10 global beauty manufacturers have committed to eliminating deforestation from their supply chains. Going beyond B Corp certifications and ambitious climate goals, it's crucial to make eco-actions tangible, much like the products being sold. Consider incorporating store-grown ingredients, reviving extinct materials, or offering tours of farms to underscore the real-world impact of sustainability efforts.

THINK: How will you immerse consumers in the nature you’re trying to preserve?

CASE 2 - ASKET

Receipts itemize the environmental cost of every clothing purchase

When customers purchase an ASKET sweater or jeans, they receive more than just a standard receipt. Since November 2023, the Swedish clothing brand has introduced an 'Impact Receipt' that breaks down the environmental cost associated with producing each garment. ASKET collaborated with Vaayu Tech to employ traceable lifecycle impact calculations, taking into account factors such as CO2e emissions, energy consumption, and water consumption. These calculations are nuanced, considering the specific water scarcity of a given location.

While individuals may not bear the sole responsibility for addressing the climate crisis, their personal buying habits wield significant influence, and raising awareness can have far-reaching effects. Brands play a crucial role in empowering consumers by providing the information needed to make conscientious purchasing decisions.

THINK: How can you make the environmental impact of your product transparent, both pre- and post-purchase?

CASE 3 - DILLE & KAMILLE

Retailer upcycles in-store Christmas trees into compost

In the early months of 2023, Dutch retailer Dille & Kamille took a sustainable approach by replanting living Christmas trees that had adorned its stores during the 2022 holiday season. Simultaneously, the retailer collaborated with upcycling startup Het Grondstoffenbos to collect dead trees from its stores and local municipalities. Along with other plant waste, this initiative resulted in processing 15,000 trees into compost. The compost, aptly named Heilige Grond (Holy Soil), made its way back to the stores by August 2023.

In the midst of rising eco-anxiety, there is a growing recognition of the potential benefits of positive storytelling for sustainability initiatives. Products like Heilige Grond provide consumers with an opportunity to actively participate in planetary restoration, serving as a tangible and easily identifiable example of circularity, starting from the ground up.

THINK: How can you include consumers in your next circularity initiative, every step of the way?