Time is running out ?
What does it take to maintain and strengthen customer confidence in natural and organic cosmetics and what topics are younger generations passionate about? Sector expert Elfriede Dambacher addresses these questions in her latest column.
Many people are currently lacking positive images and narratives to counter this negative image. The start of the year is a particularly good time to make new and positive resolutions.
I am convinced that confidence and the creative power of people can achieve a lot. For me, the natural and organic cosmetics market is a very good example of this and, of course, the demand for sustainable beauty products continues. Today, sustainability has found its way into the entire cosmetics industry, but I am always amazed: there is a lot of greenwashing going on. How are consumers supposed to find their way through the beauty jungle, I ask myself. There is simply a lack of transparency.
The trust advantage of the natural and organic cosmetics sector must be consolidated. To do this, the industry and retailers need positive images, innovative products and new ways of communicating to make the differences clear. So it's a good thing that VIVANESS is taking place in February. For me, this international trade fair is like a seismograph that shows where the changes towards a sustainable cosmetics industry lie.
The natural and organic cosmetics market is changing and it is no longer just about the ingredients – manufacturers and retailers are being asked to dare to try something new. Today, they are measured by how they work, what values they really live by and how they allow people to look behind the scenes. Topics such as circular economy, more common good and more participation are broadening the view of sustainability. These topics are particularly important to reach younger generations. If we succeed in addressing and shaping these topics, then the time is far from running out for the natural and organic cosmetics industry.
Save the date: The next VIVANESS will take place from 13- 15. February 2024 in Nuremberg.