Green beauty brands need to stay true to their sustainable roots to attract new consumers
To attract consumers, beauty brands need to stick to ‘green’ and environmentally friendly certifications; make use of biotechnology; use ingredients derived from green chemistry; substitute synthetics with ingredients of natural origin; and ban controversial ingredients, says Amélia Makoundou, R&D and marketing project manager at Experis.
Five key trends have been analysed by Makoundou and Elina Tran of Cosmetics Inspiration & Creation, and they have proposed a technical interpretation of them to give formulators a track to follow.
. . .This is a small extract of the full article which is available ONLY to premium content subscribers. Subscribers sign-in (top right) to read the article.
Or
Subscribe now to premium content on Cosmetics Business