Ashley Ahodikpe-Benissan

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Planet

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In today’s globalized era, the cosmetic industry has a big influence, providing a variety of products to suit consumers’ wants by boosting personal appearance and allowing individuals to express themselves artistically. Despite these advantages, the cosmetic sector has a significant impact on the rise of plastic pollution, unsustainable resource consumption, and wasteful packaging, which totals 120 billion dollars each year. (Fletcher, 2023) These have had environmental consequences; therefore, tackling the environmental and socioeconomic difficulties generated by the industry’s practices is important. To handle these difficulties, the industry is rapidly embracing circular economy and sustainability, which are both founded in the framework of the “planet.” 

Circular economy is a cutting-edge model designed to minimize waste, increase resource efficiency, and reuse packaging and products to reduce the environmental impact of production and consumption. (2023) This strategy opposes the traditional “take-make-dispose” linear economy (Uhm, 2023) and places an emphasis on a sustainable and cyclical process, such as the three concepts of a sustainable life cycle for cosmetics: reduce, reuse, and recycle. (Author links open overlay panel Ana M. Martins et al., 2023) Furthermore, MAC Cosmetics’ “Back to MAC” program, which encourages customers to return empty containers, is a real example of circular economy. Customers who purchase six containers will receive a complimentary MAC lipgloss, lipstick, or eyeshadow. (Abelman, 2019) As a result, the company anticipates collecting 300,000 to 500,000 kilograms of cosmetic packaging every year. (2023) MAC is demonstrating resource efficiency and consumer participation as it reduces the need for new packaging materials. This not only exhibits the necessity of sustainability, but it also reinforces brand image by portraying the company as socially responsible. It fosters consumer loyalty and competitive advantage.

In addition, like with the cosmetics industry, sustainability in the fashion industry refers to attempts to reduce environmental and social repercussions. It entails minimizing harm to people and the environment while improving the well-being of those who engage with it and the environment in which it is made and used. (2022) SDG 12: Responsible Consumption and Production is one United Nations Sustainable Development Goal that has major importance and impact on the fashion industry. (Chatardová, 2018) This goal promotes long-term consumption and manufacturing habits. SDG 12 encourages the fashion industry to decrease waste and implement ethical labor practices, thus contributing to a more sustainable and responsible global fashion economy. It promotes ethical ingredient procurement, eco-friendly packaging, and waste reduction in cosmetics. In conclusion, the cosmetics and fashion industries adoption of circular economies and sustainability practices contributes to a more eco-conscious global economy.

References:

  1. Abelman, D. (2019) M.A.C. is giving away free lipstick in exchange for Beauty empties, Allure. Available at: https://www.allure.com/story/free-mac-lipstick-recycling-program (Accessed: 15 October 2023). 
  2. Author links open overlay panelAna M. Martins, A.M.M., Highlights•The sustainability of cosmetics must be addressed throughout the life cycle of the products.•This paper discusses and provides examples of recent developments in cosmetics sustainability.•Most research focuses on environmental sustainability; t, J.M.M. and AbstractThe cosmetics industry is increasingly concerned with the environmental (2023) A sustainable life cycle for cosmetics: From design and development to post-use phase, Sustainable Chemistry and Pharmacy. Available at: https://www.sciencedirect.com/science/article/pii/S2352554123002127 (Accessed: 13 October 2023). 
  3. Chatardová, M. (2018) Fashion and the sdgs: What role for the UN? – UNECE. Available at: https://unece.org/DAM/RCM_Website/RFSD_2018_Side_event_sustainable_fashion.pdf (Accessed: 15 October 2023). 
  4. Circular economy: Definition, importance and benefits: News: European parliament (2023) Circular economy: definition, importance and benefits | News | European Parliament. Available at: https://www.europarl.europa.eu/news/en/headlines/economy/20151201STO05603/circular-economy-definition-importance-and-benefits (Accessed: 13 October 2023). 
  5. Fletcher, C. (2023) The environmental and health impacts of the cosmetic industry, Earth.Org. Available at: https://earth.org/environmental-impacts-cosmetic-industry/#:~:text=Unfortunately%2C%20things%20like%20excessive%20packaging,120%20billion%20units%20each%20year (Accessed: 13 October 2023). 
  6. Mac revamps ‘back to mac’ recycling program (2023) Beauty Packaging. Available at: https://www.beautypackaging.com/contents/view_breaking-news/2023-03-30/mac-revamps-back-to-mac-recycling-program/#:~:text=The%20company%20has%20revamped%20its,of%20cosmetic%20packaging%20each%20year (Accessed: 13 October 2023). 
  7. Uhm, J. (2023) Closing the loop: Circular manufacturing unleashed, LinkedIn. Available at: https://www.linkedin.com/pulse/closing-loop-circular-manufacturing-unleashed-jay-uhm (Accessed: 15 October 2023). 

What is sustainability in the fashion industry? (2022) St. Catherine University. Available at: https://www.stkate.edu/newswire/news/sustainability-in-fashion-industry (Accessed: 14 October 2023).

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People

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One fundamental pillar that stands tall in the cosmetic industry is the notion of putting “people first.” Understanding and responding to people’s wants and values, particularly those of influential Gen Z consumers, is critical. This blog digs into the distinct qualities of Gen Z, analyzes how brands may attract them, and emphasizes the value of diversity by exemplifying Yves Saint Laurent. Furthermore, it delves into the key people skills required for success in the cosmetics and fashion industries.

Gen Z is a generation recognized for its distinct traits, having been born between the mid-1990s and the early 2010s. (2023) They are technologically adept, place a high value on authenticity, and place a premium on sustainability. (Shaw, 2023) Gen Z is incredibly well-informed, frequently using digital platforms to gain product insights and recommendations. (2023) Understanding their expectations and preferences is critical for any cosmetics or fashion firm hoping to survive in the sector.

Furthermore, in order to attract Gen Z consumers, firms must recognize the importance of having a strong online presence. Given 97% of Gen Z’ consumers use social media as their top shopping inspiration, (Kastenholz, 2022) active participation on platforms like Instagram and TikTok is therefore crucial. Brands may greatly increase their exposure and influence among this tech-savvy group by building a strong online presence. It is also important to embrace innovation by producing distinctive and trendsetting items. Because of their high expectations, Generation Z is constantly on the hunt for the next big thing. (Barco, 2022) Brands that invest in R&D to create unique cosmetics can attract the attention of Gen Z consumers looking for items that stand out in an increasingly competitive market.

One of the brands that has been able to respond to diversity is Yves Saint Laurent, particularly in their approach to perfumes. They have a large selection of unisex scents on their website, with over 20 goods in this category. (2018) This approach celebrates diversity by recognizing that perfumes should not be limited to traditional gender standards. This not only represents a more inclusive position, appealing to a varied client base, but also coincides with Gen Z customers’ developing preferences, who are increasingly rejecting traditional gender stereotypes in beauty and personal care items. 

Moreover, in the cosmetics and fashion industries, success hinges on cultivating key people skills. Effective communication, marked by clarity and transparency, connects with both Gen Z consumers and a wider audience. (Paulyne, 2023) Collaboration, through partnerships with influencers, models, and other brands, extends a brand’s reach and credibility, reinforcing its commitment to inclusivity in an ever-evolving market. (Kim & Kim, 2022)

References: 

Barco (2022) Gen Z and Innovation – Barco bright insights #3, Cover – Barco Bright Insights #3. Available at: https://brightinsights.barco.com/barco-bright-insights-3/gen-z-and-innovation#:~:text=They%20thrive%20on%20change%20and,potentially%20strong%20pillars%20for%20innovation. (Accessed: 16 October 2023). 

Generation influence: Reaching gen Z in the new Digital Paradigm (2023) WP Engine. Available at: https://wpengine.com/resources/gen-z-2020-full-report/ (Accessed: 20 October 2023). 

Kastenholz, C. (2022) Council post: Gen Z and the rise of Social Commerce, Forbes. Available at: https://www.forbes.com/sites/forbesagencycouncil/2021/05/17/gen-z-and-the-rise-of-social-commerce/ (Accessed: 16 October 2023). 

​​Kim, J. and Kim, M. (2022) Rise of social media influencers as a new marketing channel: Focusing on the roles of psychological well-being and perceived social responsibility among consumers, International journal of environmental research and public health. Available at: https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8872418/ (Accessed: 16 October 2023). 

McKinsey (2023) What is gen Z?, McKinsey & Company. Available at: https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z (Accessed: 16 October 2023). 

Paulyne (2023) Gen Z communication style: A full guide about the ‘Instant’ gen, RSS. Available at: https://www.deskbird.com/blog/generation-z-communication-preferences#:~:text=For%20a%20generation%20that%20values,the%20Gen%20Z%20communication%20style. (Accessed: 16 October 2023). 

Perfume goes genderless: The rise of the third option (2018) Perfumer & Flavorist. Available at: https://www.perfumerflavorist.com/fragrance/fine-fragrance/article/21856729/perfume-goes-genderless-the-rise-of-the-third-option#:~:text=A%20Diverse%20Market&text=9%20New%20York%20and%20Yves,are%20named%20after%20specific%20scents. (Accessed: 20 October 2023). Shaw, J. (2023) Why gen Z values sustainability: Tips for marketing to the eco-conscious generation., Kadence. Available at: https://kadence.com/why-gen-z-values-sustainability-tips-for-marketing-to-the-eco-conscious-generation/#:~:text=Gen%20Z%20is%20a%20highly,the%20lead%20on%20environmental%20issues. (Accessed: 16 October 2023).

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