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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
CBI - Ministry of Foreign Affairs
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From consumer trends to ingredient suppliers
CBI - Ministry of Foreign Affairs
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/
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• 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
CBI - Ministry of Foreign Affairs
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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Trends that may not “fit” suppliers (2/3)
Homemade/DIY
Convenience
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Trends that may not “fit” suppliers (3/3)
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
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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
CBI - Ministry of Foreign Affairs
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
CBI - Ministry of Foreign Affairs
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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
CBI - Ministry of Foreign Affairs
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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
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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