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A wave is approaching – and this one is waterless

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MARIE PARO
Hallstar, USA

Abstract

How will your company tackle the challenge of producing innovative, effective beauty products that are less dependent on water resources? In a water-scarce world where 1 in 9 do not have access to drinking water, consumers are taking personal steps to limit their water usage – and they want the same sustainable commitment from their beauty brands. Water-wise formulating can be challenging, but can also present several significant advantages. This article from clean formulating experts Hallstar Beauty explores the underlying trends of the ‘waterless wave,’ and takes a look at some of what’s new in the waterless beauty space.


OUR IMPACT

The beauty industry does not operate in a bubble. Whether it be the selfie fad influencing make-up trends, the broadening definition of gender identity giving rise to more cosmetic offerings for men, or the increasing role of photoprotection in everyday sun care as a result of increased sun safety awareness, the prominent trends in beauty are directly connected to the social climate all around us.

 

Consumer preference for ‘clean’ beauty is an obvious example of this connection. While the precise definition of clean beauty remains elusive, the impulse to live more ‘cleanly’ – fewer products, less waste, smaller environmental impact – is less of a trend and more of a new normal for a large swathe of today’s consumers, especially the young buyers in our markets.

 

In ways large and small, our customers are making eco-friendly changes to their personal behaviors, decreasing electricity usage at home, for example, or bringing their own reusable shopping bag to the supermarket. And those who are adapting their own behavior to help conserve our planet expect the companies who sell them products ...




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