Down to Earth

In 2011, cosmetic products will be greener than in 2010. Actually, experts at Mintel Beauty Innovation state the so-called ‘Down to Earth’ trend will increasingly shape the beauty industry.

Closely linked to sustainability this key trend addresses the practicalities of making and marketing green beauty, and is a continuation of the trend to greener product formulas that was important in 2010.

According to the market research firm, 13% of skincare, hair care and cosmetic products launched in 2010 made the paraben-free claim (up 5% from 2008), while almost 9% of made organic claim (twice as many as in 2007). The all-natural claim was found in fewer than 3% of launches in 2010.

Paraben-free claims actually outpaced organic and all-natural claims in new skincare, hair care and cosmetics launches in 2010 [1], backing up Mintel’s Nu Natural trend that predicted that brands would emphasize results and free-from claims over certification,” explains Nica Lewis, Head Consultant at Mintel Beauty Innovation.

Sustainable sourcing and waste reduction

In 2011, “free-from” formulas (“free from parabens”, “free from preservatives”, etc.) should continue to evolve in an effort to avoid petrochemically-derived ingredients.

In order to be successful, cosmetics makers wanting to ride the trend will have to learn how to source natural and organic raw materials and how to manage the price pressure due to the varying supply and demand. They will also have to master the challenges of green chemistry: such as the use of sustainable surfactants, ‘green’ solvents and alternatives to parabens and other preservatives.

New skincare products with environmentally-friendly packaging were also up 5% on the previous year - a trend Mintel expects to have real impact in 2011.

2011 will see beauty companies placing increased importance on the environment, focusing on sustainable sourcing with attention to maintaining biodiversity. A renewed emphasis on repackaging to minimize waste will also be a factor,” concludes Lewis.