There is now a strong emphasis on corporate social responsibility and a company’s responsibility to help preserve the climate and environment. Many companies are slowly and consistently turning “green” and adapting green practices. Beauty brands in particular are strong in the game. Here are a few ways they are “turning green.”
More Natural Ingredients
These days, consumers are more educated and well informed than ever. Today’s consumer is more discerning about the products they buy and how ingredients can affect their skin and appearance. Beauty companies these days know that their customers are savvy and discriminating, so they now place more emphasis on improving their formulations and ingredients lists. More and more brands are offering natural beauty products like those from Well Within Beauty, a leading beauty and wellness brand with a complete lineup of organic skincare products.
Even if they don’t offer completely natural products, they are making the effort to improve their formulations and include more natural, gentle and safe ingredients. Marketing trends focus on hyping interesting and unusual natural ingredients, such as seabuckthorn oil or green tea, which are both very “trendy” at the moment. Well Within Beauty’s supplements for healthy skin features seabuckthorn oil, and is one of the brand’s best selling, most popular products.
Plenty of companies are also partnering with local farmers to source these natural ingredients, and often feature their sustainable initiatives as part of their marketing. The Body Shop has long been a champion of sustainability, launching an ambitious Enrich, Not Exploit strategy a few years ago, and many brands have followed suit.
One of The Body Shop’s major projects is their Bio-Bridge campaign, where a small amount from every customer transaction is donated to World Land Trust to protect habitats where endangered animals live. Many other companies have similar campaigns that focus on protecting the environment and promoting sustainable farming and harvesting practices.
Waste is a very hot topic these days, with more and more consumers becoming more aware and conscious about the amount of waste they produce on a daily basis. Effective awareness campaigns have made people realize that they need to cut back on the amount of waste they produce if we want to avoid living on a planet that is essentially swimming in garbage.
With more and more consumers opting to buy products with limited or eco-friendly packaging, beauty brands have taken it upon themselves to reduce the amount of packaging they use, or to switch to more environmentally sound packaging. This means reducing the amount of single use plastics used, or offering “naked” products that come without any packaging at all. Other ways companies are saving on packaging include introducing refill and recycling campaigns, where customers are given discounts or points for returning used bottles and containers or purchasing refills.
Beauty brand marketing plays a crucial part towards increasing customer awareness about environmental issues. Beauty brands with solid green campaigns often have a strong social media presence and frequently post environmental facts and tips and tricks for their customers who want to know how they can help the environment.
It’s important for brands and consumers to work closely together towards a greener, cleaner earth. Companies would do well to review their practices and see how they can improve them and make them more environment-friendly, and consumers would benefit from demanding for more eco-friendly options.