The claims I won’t make in beauty and why

Dec 16 / Eva Lagarde




There are claims we can make easily because everybody understands or do they? It’s not clear what people understand or expect from your product or service. Making “green” claims is even more complex since it involves a lot of parameters.

In other words, we need to understand why we make our choices to know why we make our claims, and claims need to take into account the full lifecycle of our products. And if we don’t understand how all is sourced how could you know whether we are doing greenwashing?

Wilderness
in the city
in 2022

Why it’s interesting
.
The five trends identified by WGSN for 2022 are Waterless washing, Fermented Beauty, The two-minute make up bag, Beauty Snacking, Wild Bathing and Coastal-Foraged Ingredients. Interesting mix and a clear sign to return to nature (wild, fermented, foraged beauty) and to simplicity (two-minute, waterless). Authenticity in communications shall follow these trends.

Key Takeaways

- Waterless beauty does not mean no use of water. Watch your claims.
- Wilderness is a strong player
- Marin ingredients will be a strong innovative current especially with all the benefits from biotech

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Sampling
 made

Why it’s interesting

Estee Lauder Companies with its Aveda brand has developed a new "green" sachets with Xela pack after a 3 years research and development. The sachet, made of paper (with an inner waterproof layer - not clear what material it is) is deemed recyclable in Europe and the UK. A paper packaging is deemed recyclable in the paper stream if the weight of paper is over 50% of the overall packaging.


Key Takeaways

- Reduction of 36-68% in water consumption and 37-64% in emissions compared to multi-laminate sachets commonly used in the industry
- Brand claiming the "prestige beauty’s first-ever paper-based, locally recyclable sachet"

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Collaboration on Sustainable Packaging


Why it’s interesting
.
Amorepacific and Eastman collaborated to create a sustainable packaging solution for Laneige Water Sleeping Mask jars. Using Eastman’s molecular recycling technology to break down hard-to-recycle plastic waste… with materials having the same clarity and mechanical properties as traditional materials.

Key Takeaways

- Cristal Renew - transparent jars up to 12mm thickness and with 30% or 50% recycled content
- Recycled content from copolyesters using a mass balance certified process
- Process reduces GHG emissions by 20%–50% compared to traditional manufacturing.

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ABOUT re-sources
.
re-sources is an online platform that trains beauty marketers into innovation and sustainability. So they can master their New Product Development, protect the earth while innovating to answer genuine consumers' needs. We do this through courses that deciphers packaging, formulations and regulations. We cut through noise and give fact-checked, objective and implementable solutions with arguments to back-ups marketing claims on sustainability.

Next course - Sustainable Beauty Packaging -  This technology agnostic, multimedia learning experience covers core sustainable packaging concepts — from materials to design for recycling and marketing claims ...

The programme includes a self-paced course, featuring insights from re/sources founder and CEO, Eva Lagarde, and experts in materials and specialists at leading brands like Bybi Beauty, Beauty Kitchen, Guerlain and Credo beauty. Through interactive content, video lessons, and reports you’ll gain the knowledge and skills necessary to create, develop, launch and manage a truly sustainable beauty product.

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