CBI - Ministry of Foreign Affairs Translating consumer trends cosmetics to natural ingredients.

CBI - Ministry of Foreign Affairs

Translating consumer trends cosmetics to natural ingredients

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Objectives

Learn how to recognise trends

Learn how to determine which trends are of relevance to you

Learn how to translate trends into opportunities and threats and O&T into action


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From consumer trends to ingredient suppliers


Supplier Trader Cosmetics Manufacturer Retailer Consumer

Supply chain cosmetic ingredients

Translate trends

Consumer trends on

the European market

What does it mean for you as a supplier?

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Consumer trends Cosmetics

Feeling

Luxury/exotic/ evocative

Back to basics

International rituals

Tradition

Ethical

Source

Natural

Provenance

Content

Omega

Antioxidant

Superfruit

Palm-oil alternatives

Consumer groups

Blogs, Tutorials

Homemade

Functionality

Performance

Quality

Innovation

Cheap cosmetics

Convenience

Seasonality

Men’s grooming

Anti aging


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Consumer trend research

Useful sources:

www.cosmeticsdesign-europe.com

www.cbi.eu/market-information/natural-ingredients-cosmetics (botanicals, vegetable oils and essential oils for cosmetics)

www.naturalcosmeticnews.com

www.cossma.com

Associations:

www.cosmeticseurope.eu

European Federation of Cosmetic Ingredients: effci.com

Tradefairs (online and offline)

In-Cosmetics: news.in-cosmetics.com/en/

Vivaness: www.vivaness.de/en/


http://www.cosmeticsdesign-europe.com/

http://www.cbi.eu/market-information/natural-ingredients-cosmetics

http://www.naturalcosmeticnews.com/

http://www.cossma.com/

http://www.cosmeticseurope.eu/

http://effci.com/

http://news.in-cosmetics.com/en/

https://www.vivaness.de/en/

• Is this a trend you can build on?

“Buzzy” or “Solid”

Provenance

Beauty from within

Omega

(Beyond) Fair

Anti-oxidant

Palm-oil alternatives

Superfruit

OriginNatural

Anti agingBack2Basics

Ethnic / exotic

Unpacking the trends (1)

DiY

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Unpacking the trends (2)

(How) should suppliers respond


Supplier Trader Cosmetics Manufacturer Retailer Consumer

What trends exist on the market?

What or who are the drivers of the trend?

Who should respond?

Opportunities for suppliers or traders of ingredients?

Tips?

Brand owners

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Trends that may not “fit” suppliers (1/3)

Homemade/DIY


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Homemade/DIY

Convenience


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Homemade/DIY

Convenience

Seasonality


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Trends that may “fit” suppliers?

Natural

Provenance

Ethical production

International beauty rituals

Etc.?


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Natural – On the market


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Natural – Drivers

Consumers want products for healthy lifestyles, to improve well-being

Natural perceived as safe – healthy

Manufacturers respond by marketing products which are (perceived) as natural


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Natural – Ingredients

Natural cosmetics companies: high natural content – thresholds to meet certiciation needs

Conventional cosmetics: low natural content (or not marketed)

Market growth offers opportunities for NI producers

Key natural ingredient with marketing story

Ingredients for natural formulations (active, functional)

Tips:

Communicate “naturalness” and show in marketing materials

Look into certifications: Natrue, COSMOS-standard


http://www.natrue.org/home/

http://www.cosmos-standard.org/

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Provenance – On the market


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Provenance – Drivers

Cosmetics manufacturers use origin to set product apart from competition

Geographic regions: Andes, Amazon,

Biodiversity regions: rainforest, deserts, Cape Botanic Kingdom

Consumer interest in ingredients from regions which “resonate”


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Provenance – Ingredients


Opportunity:

Ingredients from interesting locations

Tips:

Promote your origin in marketing:

Images

Unique ingredients from location – local biodiversity

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Ethical production – On the market


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Ethical production – Drivers

Consumers want cosmetics with fair ingredients

Fair wages for producers

Often linked to other sustainability principles

Legislators have determined that traditional knowledge should benefit knowledge holders

Cosmetics manufacturers use ethics to set their company apart from competition


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Ethical production – Ingredients

Opportunity: Ethically produced ingredients

Tips:

Add ethical production in your marketing story

Look into certifications (Fairtrade, FairWild, organic) depends on buyer

Link to CSR policies/systems

Find buyers that work with certified ingredients


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Beauty rituals – On the market


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Beauty rituals – On the market


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Beauty rituals – Drivers

Consumers:

Increased interest in non-Western beauty rituals

Traditional use of plants

Globalisation / travel spreading rituals in cultures/countries

Manufacturers:

Tradition of use scientific testing

Used in marketing story


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Beauty rituals – Ingredients

Opportunity: ingredients with tradition of use

Tips: Show in your promotion how ingredients are used in beauty rituals:

Images of beauty rituals/traditional use: how do people use it

Stress benefits: what do people use it for?


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Exercise

Tradition

High-Omega

Super fruit

Luxury/evocative


In groups

Find it “in the market”

What are the drivers?

What is the opportunity?

What would be your tip?

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Questions and Answers


CBI - Ministry of Foreign Affairs Translating consumer trends cosmetics to natural ingredients.

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