The Rise of Conscious Cosmetics: Health and Beauty Marketing

Posted by: Fiona Barber - 17.10.24

Not just skin deep: the rise of conscious cosmetics

Not just skin deep: the rise of conscious cosmetics

Is it possible to prioritise both sustainability and simplicity in health and beauty marketing? In the second of our health and beauty blog series we focus on the rising demand for pared-back products and increasing scrutiny on sustainability.

Trend 1: Pure and simple 

With countless health and beauty brands crowding the market, consumers are overwhelmed with choice. Now more than ever, they crave simplicity. They want brands to strip back the noise and deliver clear, no-nonsense messaging, with products that keep things clean and uncomplicated. Organic and natural ingredients are favoured, sure, but carefully crafted synthetic products can shine too. The key is transparency. If it feels pure and simple, it resonates. 

Standing out

Streamlining the whole brand experience – from messaging to product design – is key to cutting through the clutter. With a marketing strategy and comms that focus on clarity and transparency, brands can spotlight everything from the benefits of their ingredients to their eco-friendly values, making it easier for customers to say, “This is the one.” Simplicity doesn’t just stand out; it sticks. And when a brand communicates with honesty and ease, choosing becomes effortless.

Trend 2: Conscious cosmetics 

Feeling the pressure to make sure your sustainability promises stack up? We get it. Beauty brands are under increasing scrutiny for sustainability and consumers are taking a more eco-friendly approach with purchases too.

According to a report by Numerator, both Gen Z and Millennials continue to prioritise sustainability in their beauty purchases. Specifically, there has been a significant shift toward clean and natural beauty products. Around 54% of beauty consumers use SPF daily, and younger generations, especially Gen Z, are driving demand for natural and eco-friendly ingredients, with brands like Native and The Ordinary seeing rapid growth due to their clean product formulations. Additionally;

83% of Gen Z shoppers prefer refillable containers, reflecting their focus on reducing plastic waste and supporting sustainable packaging initiatives​ according to In-Cosmetics Connect ​and Numerator

Embracing beauty in change

Wondering how to stay ahead of the game? Here are some suggestions for what you can do right now. 

Elevate eco credentials

Standard labels like ‘now recyclable’ blend into the background and no longer cut it. It’s time to dig a little deeper. As new sustainability labels and certifications emerge, consider which feel authentic to your brand to adopt or strive for. Appeal to eco-conscious and health-focused consumers by highlighting the health and environmental advantages of your product that go beyond the norm – think water usage, carbon footprint, reef safe approved and no harmful chemicals. 

Being specific. Be transparent. Be blunt, if you can. Shouting about your eco-ethical claims and verification loud and proud will help build consumer trust – but remember, keep it simple and focused on what’s essential about your sustainable beauty offering.

Carefully crafted creative  

Now you have a strategy for success, here are a few ideas to show off your eco credentials. 

Back to nature: Create captivating videos that take your audience on an exciting journey, showcasing how your ingredients go from their natural origins to the final fabulous product. Use eye-catching graphics that highlight the purity and simplicity of each ingredient. 

From farm to bottle, tell your consumers the tale behind your products. Connect them to every drop, every detail, and every commitment you make.

Audience-alluring activation 

Promote conscious consumption: Build campaigns around sustainability, share proof of environmental impact, and highlight the benefits of eco-friendly products. Put emphasis on multi-use features – lip, cheek, eye. Better for the planet too!

Collaborate with eco-influencers: Partner with eco-conscious influencers to showcase your beauty products in their routines. They can share authentic reviews and demonstrate how your products align with their sustainable lifestyle to build trust with your audience.

Email marketing: Send out newsletters that show off your brand’s dedication to simplicity and sustainability. Highlight new products, eco-friendly initiatives, and sprinkle in some exclusive content.

It’s a no-brainer, but a powerful way to steadily build up your sustainable credentials over time. Keep it fresh, and let your values shine through every update. Quick win, big impact.

Facing the future

So, what’s the future of beauty? Here’s a sneak peak. 

In the next three years

  • We’ll see a shift from disposable, single-use products, making way for refillable options which are growing in popularity.
  • Don’t get too comfortable! Accusations of greenwashing will keep popping up as brands race to go green. 

Fast forward three to five years

  • Long term sustainability expectations will be sky-high. And with this, brands will embrace sustainable ingredients, zero-waste processes, and climate-positive actions. 
  • Beyond five years? Consumers won’t just want eco-friendly – they’ll demand it. Products will need to care for both people and the planet, driving brands to build guilt-free supply chains. And for some, beauty will become all about simplicity, paring back to just the essentials.

Get inspired 

Brands that believe beauty should be pure, simple, and earth-friendly are stepping up their game. They’re all about creating cosmetics that enhance natural beauty while doing right by the planet. 

These brands are looking good, while doing good.

REN

REN Clean Skincare aren’t just talking the talk, but walking the sustainability walk.  And they’re not afraid to challenge others to do the same. Their #WeAreAllies campaign is all about rallying other brands to ditch wasteful packaging and get on board with planet-friendly alternatives. And their Zero Waste Pledge? They’ve recycled a whopping 45 tons of waste.

WILD

WILD Bamboo Deodorant is as kind to the planet as it is to your pits! Their sustainability game is strong, starting with biodegradable bamboo packaging. They’re big on cruelty-free, vegan ingredients too, so you can feel good about what’s going on your skin. And the best part? Their refillable deodorant system means less waste and more conscious choices.

BEAUTY PIE

Beauty Pie is all about eco-friendly, recyclable packaging that keeps the planet in mind while delivering high-quality products. Their mission? To reduce waste with stylish refillable and reusable options that make you feel good inside and out. They’re dedicated to keeping things cruelty-free and vegan too, so you can pamper yourself guilt-free.

Transforming beauty, one brand at a time

We’ve given Boots beauty brands a makeover, launched full-scale targeted campaigns for PZ Cussons, and inspired solidarity in sisterhood for Sunsilk. Run dynamic influencer marketing campaigns for Charles Worthington and delivered hybrid production solutions for John Frieda to help them create more, for less. Now, we’re ready to help more brands embrace the evolving opportunities in the world of health and beauty.

Ready when you are

Experts in brand strategy and creative content production. Purpose-built to match the pace of modern marketing, we have specialists at every step of your journey. Our joined-up approach means no opportunity is ever missed to do better, work smarter and achieve more for your brand than ever before.

Find out how we can help you elevate your brand. Get in touch.

Acknowledgements

This blog is informed by research from Foresight Factory: Conscious Cosmetics, In-Cosmetics Connect, and Numerator, with initial ideas and contributions from Amanda Mulquiney, Nicola Fyffe, Maddi Chapman, and pulled together by Fiona Barber, the lead copywriter.