By 2023, consumers will demand a radical rethink of how we deliver products. Refillability, recycling and sustainable packaging will be re-imagined and new designs will surprise and delight consumers.
Products will need to function in a trading environment that places high demands on their creation on both environmental and social grounds. For example, AVEDA uses wholechain technology to verify its Madagascan vanilla (pictured below), collecting data from its supply chain via QR codes and phones to track the bean’s journey from farmer to formulator.
“The beauty industry will need to reinvent itself as more ethical, inclusive and sustainable,” said Jenni Middleton, director of Beauty WGSN.
“Beauty brands that stand for something will sit at the forefront of radical change. What consumers are looking for are products that heal the world, embrace biodiversity and can be delivered in the minimal footprint. Transparency and full traceability will be key.”
BRANDS TO WATCH: AVEDA, Klorane