CEO Q&A
Clean beauty is ubiquitous in todays market, but Orveon's CEO says being a clean brand isn't going far enough to improve the industry.
What, in your words, is pure beauty and what differentiates it from clean beauty?
As a company that represents “the future of the face,” we are committed to evolving beauty standards and we believe pure beauty is the next step in this process. Pure beauty products are defined by the quality and benefits of the ingredients in the product whereas clean beauty is defined by the removal or lack of harmful ingredients.
A good analogy is to think of pure beauty products as natural water sourced directly from a spring, and clean beauty products as tap water that has been filtered of impurities.
While fragrance isn’t exclusive to the personal care and cosmetics market, it is an essential element with trends industry professionals should know about.
CosmeticsDesign attended the 2022 World Perfumery Congress in Miami, Florida to check on the trends, launches and innovations in the fragrance supply chain.
Like the rest of the personal care industry, global issues like the pandemic and climate change are top of fragrance brands’ minds. What that means for suppliers varies, but CosmeticsDesign saw these three trends across the showroom floor.
More sustainable ingredient replacements
Ingredients with more sustainable supply chains are a focus across personal care categories, and fragrance is no exception.
As a ban on chemical UV filters goes into effect later this year in Maui a Hawaii-based sunscreen brand partnered with Four Seasons to start protecting reefs now.
Project Reef is a Maui-based brand that sells only mineral-based suncare products in order to protect reefs, particularly those around the island.
Founder Matt Roomet told CosmeticsDesign that as an owner of a tourism business on the islands he’s seen the purported effects of chemical UV filters on the most visited reefs. He designed his brand around environmental concerns appearing in his own backyard.
“This brand was built and designed not to make money, it's designed to make systemic change and large impact,” Roomet said. “When we say we're sustainable, we want to do good and we put people first, we really mean it.”
Plastic is both an important packaging material and a prevalent pollutant, and The Body Shop wanted to know what cosmetic plastic Americans throw away the most.
Personal care brand The Body Shop released a study on plastic waste earlier this year, looking into consumer habits in throwing away cosmetic plastics in the United States. The study covered what gets thrown away, how much and what the habits around cosmetic plastics are.
Microplastic pollution has been found across ecosystems, including waterways, in fish and on some of the high peaks in the world.
As the year rounds the corner to Plastic Free July, here are three of the key takeaways from The Body Shop’s “Body Plastic Pile Up” study.
As tracking consumer movements online is becoming more challenging, creative commerce could be the secret to customer engagement.
The pandemic pushed consumers to turn to DTC shopping, and brands had to lean into technology to make the retail platform work. But as consumers are able to go back into stores, relying on traditional brick-and-mortar retail strategies may not work anymore.
Emily Fontana, head of digital marketing at One Rockwell, said the broad concept of creative commerce can help brands effectively communicate with consumers at multiple touchpoints.
“It really isn't enough to just ‘build it and they will come’ anymore,” Fontana said. “It is about getting creative and speaking with authority, authenticity and trust at every touch point in creative ways that are specific to that customer in that time, in that place, at that moment.”
