All topic areas of the VIVANESS Congress
Current figures from the GFK Consumer Panel show that demand for natural cosmetics has continued unabated during the Corona pandemic. Natural cosmetics are and will remain growth drivers for the entire industry and (still) play a central role in the credible alignment of the cosmetics market in terms of sustainability. At the same time, more and more beauty companies are focusing specifically on sustainability and working on their "Green Agenda." What does this mean for natural cosmetics? Do we need new, different strategies to develop a convincing positioning in the growing market of sustainable niche brands?
#figures, data, facts #trends #forecasts #market insights #post-corona #resilience #what's next?
The way in which customers become aware of products has changed significantly over the years. E-commerce activities and omnichannel strategies are continuously increasing the availability of natural cosmetics on the market. Traditional sales channels are being supplemented by innovative - mostly digital - sales formats and new market players. In the future, it will be a matter of staging product and experience worlds with added value that can exist as a supplement to and in distinction from online business! What promises success?
#shopping experience #personalization #cooperations #digitalization at the POS #new business models #best practice #services #retail of the future
According to the Institute for Trend and Future Research, the pandemic has turned "health" into a dominant megatrend as a synonym for a good life. The willingness to invest in health, well-being and immune defense is growing steadily. At the same time, transparency is more important than ever. With independently acquired knowledge, people are confidently approaching the brand world with concrete expectations. Green, clean and safe as single attributes fall short. Brands and companies face the challenge of combining ethical awareness with safety, efficacy, authenticity and transparency in order to meet the demands of conscious customers. For suppliers of natural cosmetics, new creative forms of authentic communication are needed to stay ahead!
#marketing 2.0 #digitization #customer loyalty #target groups #purpose #social media #certifications & seals #commitment #sustainability
As values shift, value creation shifts! More and more beauty companies are paying attention to their environmental footprint and investing in sustainability. Pressure is being exerted in particular by small start-ups in digital direct sales, which are not infrequently driven by sustainable visions of the future. The pace of innovation is accelerating. Whereas previously it was mainly new ingredients and sustainable packaging, aspects such as climate effectiveness and formulations, recycled materials, and refill solutions are providing the broader answers to the question of responsible, sustainable brands and companies. It is a matter of rethinking existing concepts of success, because a positive and credible differentiation from the numerous "green" initiatives of the cosmetics industry is of particular importance for natural cosmetics.
#Circular Economy #Innovations #Reuse, Reduce, Recycle #Scaling #R&D #glocalization #logistics #ingredients #organic #new technologies.