“Authentic and innovative in the future” with Natural and Organic Cosmetics – a review of the Natural Cosmetics Conference 2019
The international Natural and Organic Cosmetics Conference 2019 in Berlin was dedicated to new trends of the booming natural cosmetics market. Managers from the most diverse areas of the cosmetics and natural cosmetics industry met here for an inventory. Wolf Lüdke and his team from naturkosmetik verlag had done a great job with their selection of top, class speakers and discussion partners. The common thread that connected all the contributions was the question of how to act authentically and sustainably in the industry – despite rapid changes.
Current evaluations, statistics, numbers and forecasts of the natural and organic Cosmetics field alternated with case studies, new sales trends and the presentation of new technologies.
Natural and Organic Cosmetics market is facing redefinition
Digital and technological developments and steady growth are also changing the demands on the beauty market at a rapid pace. From this perspective, Marta Kwiatkowski-Schenk from the Gottlieb Duttweiler Institute examined the shopping behavior of future generations of natural and organic cosmetics consumers. It is already foreseeable today that virtual customised beauty offers, like in conjunction with human influencers will have a strong influence on the product presentation. In the course of this, people and technology will merge more and more.
The brand names themselves will become less important compared to the effectiveness of the products. Regarding the great influence of social media, the tenor of the congress was clear: “Don’t be scared, start to make a difference!” Only those who get involved with the new media can use their enormous potential.
Natural and organic cosmetics consumers are increasingly questioning the ethical and ecological demands of brands. This may seem natural to pioneers in the industry. However, it is increasingly important that all natural cosmetics brands make their commitment tangible. This enables consumers to make qualified decisions.
In his talk, Prof. Teunen summed up this important trend: “You should choose what you can choose yourself.” However, convincing information is needed for conscious decisions. A growing blending of the segments in the natural and organic cosmetics market, the need for sustainable packaging solutions and the desire to preserve global biodiversity also make a major contribution to an increased need for information in the industry.
This leads to important conclusions for consumers as well as for all companies in the natural and organic cosmetics industry. Nowadays it is more important than ever before: as a natural cosmetics
company you have to inform yourself very well, to make conscious decisions and to communicate your values clearly. This affects not only the selection of ingredients, but also the design of the production process and environmental management. In order to meet today’s consumer expectations, a holistic view and the right mix of interactions are essential..
Elfriede Dambacher from naturkosmetik konzepte pointed out that in addition to natural and organic cosmetics, the area of close-to-nature cosmetics is growing rapidly. The boundaries between close-to-nature cosmetics, non-certified natural cosmetics, certified natural cosmetics and certified organic cosmetics are beginning to blend. The lack of an INCI obligation in social media and on the Internet combined with the entry of large brands with modern sales concepts into the field of natural and organic cosmetics have an impact on this.
Is the sovereignty of interpretation of certified natural and organic cosmetics at stake?
All areas of the natural and organic cosmetics market are growing. However, natural cosmetics recorded the highest growth rate in the first half of 2019. Furthermore, the previous image of the natural cosmetics field is being expanded by new players of various types. Conventional brands with sustainable concepts and the use of natural raw materials are now also advertising. On the other hand, the performance of natural cosmetics is increasingly approaching that of conventional cosmetics. “Clean Beauty” has advanced to the new concept of fashion. But who defines such terms and who simply uses clever marketing geared to the new sustainability trend?
There is still too little clarity about the requirements, the performance and the importance of natural and organic cosmetics standards. The “label confusion” that has often been
conjured up so far seems to have reached no end. The desire for more information about the standards for certified natural and organic cosmetics was expressed very clearly by several speakers at the congress. Elfriede Dambacher pointed out that it was now important not to lose the “interpretive sovereignty” of certified natural cosmetics.
Transcend familiar patterns of thought: from a love of detail to a holistic approach
We often only see the effects of what we do on the surface. Dr. Goreau, the president of the Global Coral Riff Alliance, made this very clear in his impressive presentation. He pointed out that media coverage addresses the plastic floating on the surface of the sea. However, 70% of plastic waste is on the ocean floor. Global water warming has led to the fact that more corals have died than ever in the past 20 years.
Dr. Goreau’s evaluations shocked all listeners. However, the report of his success in regenerating dead coral reefs gave new hope. A strong will, a plan, ambition, collaboration and modern technologies together can make the seemingly impossible possible.
Ulrike Eberle from “corsus – corporate sustainability” emphasized that foresighted action to adjust the balance of raw materials, available agricultural areas and increasing demand has become utterly necessary. It is also more than ever in demand to develop future-oriented solutions for sustainable packaging management. It is time to be very careful with the available resources. Her appeal to the representatives of the natural cosmetics industry was clear.
Circular economy recycling: sustainable & packaging concepts in good company
Recycling packaging material is the last of four steps in sustainable packaging management. Ms. Schweig from CE Schweig Verpackung referred to this. The 3 steps before that should be given a lot more attention:
- Reuse and only then:
If you take these interrelationships into account and align your processes as a company accordingly, you can even save money with a sustainable packaging concept, says Ms. Schweig.
Oliver Grothe from Fair Squared GmbH confirmed that refill and deposit systems are on the rise. He explained how he developed and implemented a zero-waste cycle with his brand.
Creating changes together: “Visionaries in the industry unite”
The current challenges for the natural and organic cosmetics sector are large and varied. Digitalization, new sales strategies, changing target group definitions, new packaging concepts, holistic understanding and sustainability: they demand attention and action.
Small steps are no longer enough. Big projects are in demand. Within the natural cosmetics industry, they could best be realised together. So there was a desire for a natural and organic cosmetics platform that allowed visionaries and innovators to exchange ideas, implement new projects together and influence major economic and political decisions. It is time for the natural cosmetics industry to find a clear voice and to move from the defensive to the offensive.
Arrival in everyday life
The natural and organic cosmetics industry conference was again a step into the future natural cosmetics era this year. I hope that the lively exchange after 2 intensive congress days did not only reverberate in the ears.
My big wish is that understanding follows implementation. I thank the many heads, hands and hearts that have brought the natural cosmetics conference to life!
My contribution to “finally doing it now!” is to build Authentic Eco: the portal to certified natural and organic cosmetics that informs, promotes, unites, offers exchange and offers advice.
Show your colors and be part of it!
Here you can download the guide to the best known natural & organic cosmetics standards and sign up to stay up to date with my Authentic Eco News: ”Natural & Organic Cosmetics Label Guide”
Please find an overview of the requirements of the different levels of the individual labels here: ”Organic Cosmetics Labels – How To Easily Recognise Certified Natural Cosmetics”
Do you have any questions? Could you use some support in preparing for certification or setting up your certification process? Please feel free to book an appointment here and let’s talk about it.
Titel: Coypright by Magdalena Wiegner, https://sauschnell.com/