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Sustainability: More than a corporate trend, it’s a brand’s identity

Consumers look for products with a sustainability story. The more a product can relate to consumers’ lifestyles the better. We want to feel a connection between ourselves and the companies & brands we choose to bring into our lives. We all know corporations have to first satisfy their true customer – investors. Thankfully, major corporations are seeing the impact of their operations and have taken steps to ensure natural resources are preserved for future generations.

For instance, Unilever understands that sustainability strategies, “Open up new markets and allow brands to connect with consumers in different ways to meet their changing needs.” Unilever is well aware that sustainability is not only better for our planet, but it is a profitable strategy to pursue.

Create a sustainability story that relates to consumer lifestyles  

Sustainability claims have become extremely important for companies. Consumers are becoming increasingly aware of the world they live in and the environmental impact they are having on the planet. Looking back at Unilever, they have stated that, “Consumers are demanding responsible businesses and responsible brands. Our experience is that brands whose purpose and products respond to that demand – ‘sustainable living brands’ – are delivering stronger and faster growth.  Those sustainable living brands accounted for half the company’s growth in 2014 and grew at twice the rate of the rest of the business.”

However, sustainability is just the beginning of a product’s story. Companies are using multiple natural claims to ensure their product’s message gets across so that the consumer will feel a connection between that product and their lifestyle. Consumers are demanding eco-friendly products not only for their personal care routines but also in all aspects of their lives.

According to a cosmetic executive women’s report 42% of North American consumers will buy socially responsible brands. That’s almost half the population and an extremely large target market that cannot be ignored. Taking a look at an even smaller subset of consumers, the same report indicates 60% of millennials use food ingredients to make their own homemade treatments because they feel it is a more natural option than what they can find in a store. The better you can tell your sustainability story, the more likely you will be to win the minds of consumers.

 

SUSTAINABLE FORMULATION SOLUTIONS

  • Blanova BioForm: A starch based film forming biopolymer for the formulation of sustainable and environmentally friendly hair care and skin care applications.
  • Cetiol Ultimate: 100% renewable, light emollient with ultra high spreading properties, and excellent sensory characteristics similar to Cyclomethicone but without the oiliness.

Click here to see all DeWolf’s sustainable formulation solutions

Click here to learn more about ingredient selection for Natural and Organic products

 

SUSTAINABLE PRODUCTS SHOWCASE

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Goop by Juice Beauty Enriching Face Oil

Sustainability story: Juice Beauty purchases many of their ingredients from California organic farmers and adheres to 10 eco-values that range from creating products that are “free-from”, buying locally as mentioned before, using recycled materials for packaging and having solar powered manufacturing.

Kiehl’s Nightly Refining Micro-Peel Concentrate

Sustainability story: Kiehl’s is focused on giving back and offer a recycle and rewards program. This particular product focuses on sustainable farming. Kiehl’s has a program setup in Bolivia through Proinpa which ensures conservation of resources and helps Bolivian farmers stay competitive in the potato and quinoa markets.

Vogue Maui Moisture Curl Quench + Coconut Oil

Sustainability story: Vogue uses sustainable packaging and creates products with natural and exotic ingredients. They do not indicate much else when it comes to sustainability strategies, but they make sure to add other free-from claims to help boost their story.