The simple truth is that for brands in beauty, sustainability can neither be optional, nor a bandwagon or consumer trend to maximize.
By Antara Kundu
It is no secret that the Indian beauty industry is growing phenomenally – driven by consumers’ aspirations to look and feel good, as well as a sharp rise in the availability of homegrown and international beauty brands. Like in any other consumer category, this increased consumption is also leading to greater concerns about sustainability and long-term impact on our planet and its communities. The conversation on sustainability within beauty has only been getting stronger with more conscious consumers driving this change rapidly. Consequently, more brands have now begun to acknowledge the role they have to play in changing and affecting consumer behaviour and public opinion positively. The simple truth is that for brands in beauty, sustainability can neither be optional, nor a bandwagon or consumer trend to maximize. For the beauty industry to be truly responsible, sustainability must be at the very heart of the way of doing business with clear, long-term goals to be achieved.
Here are 5 ways in which Indian brands in the beauty industry can opt for sustainability:
1. Creating an Ethical Product Portfolio
2. Reducing Packaging
3. Driving Consumer Conversations
4. Facing the Plastic Problem
5. Fair Trade & Responsible Sourcing
1. Creating an Ethical Product Portfolio
Crafting an ethical product line is foundational to sustainable beauty. This means ensuring that the products are truly cruelty free i.e no cosmetic testing has been done on animals for either the finished product or any of its component ingredients. Vegan product development helps ensure that zero animal-origin ingredients are used while also supporting the global movement to address climate change. Long-term product innovation goals should also include creating fully biodegradable product formulations – meaning the product can biodegrade in soil or aquatic environments without causing any adverse effects or disrupting any living ecosystems.
2. Reducing Packaging
Doing away with secondary packaging such as paper or plastic product cartons and wraps to the fullest extent possible is a good place to start. This also means investing in minimal yet secure packaging, developing customer service and focused communications to create consumer understanding of minimal packaging and the brand’s commitment to reducing packaging waste. Reducing unnecessary packaging for PR & media gifting purposes is also a significant commitment a beauty brand can make as there is currently an incredible amount of packaging waste being generated in crafting ‘Instagram-worthy’ PR packages which serve little purpose after unboxing.
3. Facing the Plastic Problem
Given the plastic pollution crisis that’s facing our planet and communities, the simple fact is that players in the beauty industry will need to make some big changes. Making long-term commitments would include minimizing and eliminating plastic packaging wherever possible; considering recyclable options and also identifying ways through which we reuse & recycle existing plastic packaging. On a more granular level, including more PCR and plant-based plastics in packaging, as well as gradually eliminating oil-based plastic altogether will be crucial to this effort.
4. Fair Trade & Responsible Sourcing
Fair trade helps farmers & producers secure good standards of trading, including fair prices when working with beauty brands directly. This helps age-old traditions of harvesting find a break into the future while also providing livelihood opportunities to the artisans & farmers. It helps brands source the best quality products directly from the farmers having expertise in producing ingredients; gain market access and invest in social and environmental projects that benefit the farmers’ communities. Responsible sourcing models such as fair trade make good sense for brands, farmers and consumers alike. As an example, Community Fair Trade is The Body Shop’s bespoke ethical sourcing programme, and is also the biggest fair trade programme in the cosmetics industry.
5. Driving Consumer Conversations
Brands are connected to millions of customers and have the ability to drive meaningful change in public conversations as well as impact consumer behaviour. Consistent communication around campaigns can help educate audiences and create long-term social impact. Social media and other media platforms can be used to amplify sustainability initiatives. More and more responsible-minded beauty brands are needed in order to collectively raise awareness on key environmental and social issues.
About the Author
Antara Kundu, General Manager – Marketing, Brand & Customer Acquisition, The Body Shop – Asia South.
Views are personal.
