Esmeralda Soares

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People

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In the second pillar, the focus is on people. Without people, there would not be demand; without demand, there would not be a supply chain, and without a supply chain, there would not be an economy. Over the years, life has become more accessible due to people’s consumption and the generational change. On the other hand, different ways of consumption came to introduction and execution to help save our orbit (Nugroho,2012).

The year 1995 marks an important year due to the Internet’s commercialisation, but the year after is also defined as the beginning of Generation Z (Mowery,2012). According to Berkup (2012), Gen Z is a generation brought up on social networks. Their deep connection with the digital world has given them the ability to have plenty of curiosity to expand their knowledge of research and become more aware of values that are important to maintain a sustainable future, which makes them intentional consumers. Cosmetic brands have been marketing their products on social media to attract a generation with a quick demand for products and a short attention span due to its impact on technology. TikTok, Instagram and YouTube are the three most popular channels for products marketed by different influencers.  

Figure 1: YPulse Survey Data

Brown (2008) argues that more and more people believe in influencer marketing than any other form of marketing, regardless of the platform. Influencer marketing is the newest approach in marketing where it directly addresses the consumer dynamic and focuses the attention on the people who help with the decision-making – the influencers (Dao,2022). These influencers are the bespoken of brands to bring sustainability, inclusiveness and diversity into light.   

A representation of a brand bringing sustainability with strong influencer marketing is Fenty Beauty. The beauty brand, founded by the singer Rihanna in 2017, has been awarded the most diverse cosmetic brand because of the versatility and crafty market products available for all skin tones (Fenty, N.d). The brand’s authenticity has brought not just gender inclusive but also eco-friendly by having refill systems and using recycled materials where possible (Fenty Beauty, N.d). 

Figure 2: Fenty Beauty Foundation Shade Range,(Fendy Beauty, n.d.)

To have a successful brand, Herthon (2016) describes analytical skills as one of the critical elements, as well as data management assessment skills to understand the user perspective, give them visual support of their preferences, and adjust to the rapid generational change. 

References:

Berkup, S.B.B. (2014) (PDF) working with generations X and y in generation Z period …, Working_With_Generations_X_And_Y_In_Generation_Z_P.pdf. Available at: https://www.researchgate.net/publication/272708404_Working_With_Generations_X_And_Y_In_Generation_Z_Period_Management_Of_Different_Generations_In_Business_Life (Accessed: 15 October 2023).  

Brown, D. and Hayes, N. (2008) Influencer marketing, Google Books. Available at: https://books.google.co.uk/books?hl=en&lr=&id=_IksBgAAQBAJ&oi=fnd&pg=PR3&dq=influencer%2Bmarketing&ots=WEQNXEmbAt&sig=MrDns9ghKVPCI6-kGV6Ym6kzDys&redir_esc=y#v=onepage&q=influencer%20marketing&f=false (Accessed: 15 October 2023).  

Dao, G. (1970) Tiktok influencer marketing as a marketing tool for cosmetic industry to attract generation Z, Theseus. Available at: https://www.theseus.fi/handle/10024/754307 (Accessed: 15 October 2023). 

Hethorn, J. , & Ulasewicz, C. (Ed.). (2015). Sustainable Fashion What’s Next?: A Conversation about Issues, Practices and Possibilities. London: Fairchild Books. (Accessed: 15 October 2023) from http://dx.doi.org/10.5040/9781501312250 

Mowery, David C.  Mowery, and Timothy Simcoe. “Is the Internet a US Invention?-An Economic and Technological History of Computer Networking.” Research Policy, North-Holland, 29 May 2002, www.sciencedirect.com/science/article/abs/pii/S0048733302000690 (Accessed: 15 October 2023). 

Nugroho, S.D.P., Rahayu, M. and Hapsari, R.D.V. (2022) The impacts of social media influencer’s credibility attributes on gen Z purchase intention with Brand Image as mediation: Study on consumers of korea cosmetic product, International Journal of Research in Business and Social Science (2147- 4478). Available at: https://ssbfnet.com/ojs/index.php/ijrbs/article/view/1893 (Accessed: 15 October 2023). 

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BEAUTYPLANET281021_DEFAULT1

Planet

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Between 1950 and 2015, researchers found that global production of plastics, including resins and fibres, has increased from 2,000 Kg to 380,000 Kg, with the cumulative production totalling 7,800 000 Kg — Enough to wrap the entire planet in a layer of plastic wrap (Gross, 2017). Over the decades, our plan has been a topic of concern.

When analysing the circular economy and the objectivity of its goals, products are in circulation through processes involving maintenance, reuse, refurbishment, and recycling. The circular economy addresses global challenges such as economics, waste and pollution. Although it is becoming increasingly crucial for the economic future and competitiveness enterprises to redesign existing products and create new products, the CE plays a vital role in the industrial economy for sustainability development (Rocca et al., 2022).

Generally, the cosmetic industry has a firm reliance on fresh water for the production and life cycle of products, and a way to bring sustainable innovation in the industry would be by companies introducing an assessment of reduced Water footprint in their systems (Chapagain, 2017) to help understand whether or not production is sustainable. The United Nations has set 17 Sustainable Development Goals for the 2030 Agenda to rearrange areas that need joint resolutions. In the cosmetic industry, SDG 12 is essential for responsible consumption and production because the global cosmetics market lies in near third place in terms of the fastest growth. However, sustainable development allows the industry to analyse the approach of a green vision, allows the consumer to evolve and helps increase the diversity of products, functionality, product turnover and innovation(Rocca et al., 2022).

Although sustainability can be perceived in different aspects (e.g., consumers, supply chain, materials, and product life cycle) when it comes to cosmetics, it could also be valuable to evaluate change and adaptation in different countries with different cultures and economic development. Researchers debate that implementing sustainability in business practices and processes (e.g., by reducing waste and increasing operational efficiencies) can lead in the long term to several benefits, such as increased market share and reduced operating costs (Nidumolu et al.,2009).

References :

Chapagain, A.K. (2017) Water footprint: State of the art: What, why, and how?, Encyclopedia of Sustainable Technologies. Available at: https://www.sciencedirect.com/science/article/abs/pii/B9780124095489101642 (Accessed: 07 October 2023). 

Gross, M. (2017) Our planet wrapped in plastic, Current Biology. Available at: https://www.sciencedirect.com/science/article/pii/S0960982217310163 (Accessed: 07 October 2023). 

Nidumolu, R., Prahalad, C.K. and Rangaswami, M.R. (no date) Why sustainability is now the key driver of Innovation. Available at: https://billsynnotandassociates.com.au/images/stories/documents/sustainability_the_key_driver_of_innovation.pdf (Accessed: 07 October 2023). 

Roca, R. et al. (2022) Sustainability paradigm in the cosmetics industry: State of the art, Cleaner Waste Systems. Available at: https://www.sciencedirect.com/science/article/pii/S2772912522000574?ref=pdf_download&fr=RR-2&rr=810ce4a0586f4886#section-cited-by (Accessed: 07 October 2023). 

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Eminence-Logo

A favourite Cosmetic Brand

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A favourite cosmetic band is Eminence Skincare founded in 1959 in Hungary. Their products are proudly free of parabens, harmful colourants and fragrances, mineral oils, petroleum, and other harsh cosmetic chemicals and most of their products are handmade. Eminence is a certified Organic Skin Care that meets rigorous social and environmental performance standards, accountability and transparency. The Blueberry Soy Night Recovery Cream and Camelia Glow Solid Face Oil are award-winning creams and recommendations for a great daily skincare routine. Eminence products are one of the favourite brands of Celebrities like Nicole Kidman and Lori Harvey and Eminence is committed to giving back to the community and those in need through charitable contributions and support. 

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