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.. . .
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