Sustainability and personalization: photography of today's beauty consumption and forecasts for tomorrow

Sustainability and personalization: photography of today’s beauty consumption and forecasts for tomorrow

In a world that smiles and winks at the green revolution like that of beauty, the behavior of consumers can only be the driving force behind change. A sectoral transformation still underway, stimulated by the sensitivity of the new generations towards issues related to the environment, sustainability and climate impact, which goes well with the renewed interest during the pandemic months for personal care. Witness Safe beauty, the link between beauty and sustainability seems to have become indissoluble today. But how does all this translate into our daily life?

Beauty trend 2022: a consumption analysis

Recently Klarna, a global leader in banking, payment and shopping services, published the Beauty Report relative to the year 2022 that analyzes the trend of the category in three countries, namely France, Spain and Italy. On the basis of 4000 testimonies, collected in February in collaboration with the research agency Dynata and divided by generation, it emerged that the beauty sector plays an important role in our country. Most of the purchases, equal to 38%, are aimed at products intended for skincare, followed by those for make-up (26%), for personal cleaning (13%), for the bathroom (10%) and for hair (8%).

To feel good in your own skin

From the data it emerges that most of the Italians interviewed, as well as the Spaniards, decide to investing in beauty products mainly to feel good in your own skin. On the contrary, in France this type of purchase represents a way to respond to the desire to pamper yourself and dedicate time to yourself. Thanks to the pandemic, the beauty routine have been simplified in favor of an enhancement of the concepts of self care (7 out of 10 consumers give more priority to their health than to appearance) and body positivity, which in turn translate into a return to essentiality, synonymous with quality and awareness. For this reason, one of the major impacts of the lockdown on habits of Italian consumers is to give more importance to skincare products rather than make-up ones, reconfirming the trend of Undermakeup and G-beauty as new priorities in this 2022. In terms of percentage, 33% of respondents say they have not changed their habits, 31% prefer skin products to make-up products, 25% dedicate more time to beauty routines and 23% of have simplified it.

Khosrow Rajab Kordi / EyeEmGetty Images

One eye on sustainability, the other on customization

Simplifying does not mean taking steps back, however: i consumption trend demonstrate the constant interest in innovations and new technologies on the market, including personalized consultancy services for ad hoc treatments and the purchase of specific products. Among the future horizons, Italians express interest in augmented reality applications for make-up simulation. At the same time, between the consumer priorities the growing concern for the environment and an increasingly insistent demand for transparency on the part of brands stand out: if it is ‘without’ it does not necessarily mean it is sustainable. L’analyses reports that 80% of the Italian respondents believe that greater clarity on the subject is necessary, 71% say they pay more attention to the labels before buying while 62% actively check that the products are, for example, cruelty free, vegan or made ethically. A trend that will acquire more and more credit is that of refillable beauty products which, unlike the new, more sustainable but still disposable packaging, represent a turning point in the production of Co2 and waste.

So what to expect in the future of beauty? Certainly greater customization, an eye to skin care and an ever more careful attention to green formulations that will conquer the whole of Europe.

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