The ambitions of $ 500 billion ‘Green’ ambition are at best patchwork. And they fall short

CNN
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The Escalating climate crisis Switches many patterns of buying samples and it extends to a global $ 500 billion that struggles with a number of sustainability challenges on product production, packaging and disposal products.

Strategy and Consulting Firm Global Sustainability Study Simon Kucher 2021 They discovered 60% of consumers worldwide evaluated sustainability as an important purchase criterion, and 35% were ready to pay more for sustainable products or services.

This change of consumer preferences struck Many ends of beauty for setting environmental objectives: to move away from Easy to use and virgin plasticProvide packaging that can be recycled, more helpful and make transparency about product ingredients, so customers can determine how “green” is their purchase “.

However, consumers continue to struggle to understand the credentials of the sustainability of many products, according to the British beauty council. This is because cleaning efforts in the industry are inconsistent and maintain a recognizable impact in the absence of collective goal, global strategy and standardized regulations.

Ingredient and transparency of branding

There is no international standard for the cosmetic industry on how much information ingredient products for sharing with customers – or how to do it. Brands can set their rules and goals, which create confusion and “Greenwaheng”, “ Where sustainability requirements often rushed, but are not supported.

Companies often use marketing language “Pure Beauty” In order to look like their products are natural, for example, when they may not be organic, sustainable or ethically.

“The term” pure beauty “became quite dangerous. It is used for selling more products,” According to British Koetel, who added that such buznjavds are losing towers, as British customers wise with their shortcomings. “Customers need better information about marketing and certification.”

In a 2021. The call report to industry to have “courage to change” Their business practices, British beauty advice, wrote that, too often, even natural ingredients involved in production products indicate “excessive consumption, unregative agricultural practice, pollution, waste and neglect.”

“The only way out of this is transparency,” Kendall CNN said.

Jen Lee, the chief hitting officer in American brand Beauticounter, said he still sees the confusion on ingredients among consumers. (2013. The company launched and published a “Never List”, which currently lists more than 2,800 chemicals – including heavy metals, parabens and formaldehyde – He claims never used in his products.)

“The natural against synthetic ingredients is the conversation. People think it is naturally safer, but that is not always the case” Lee explained. “Natural ingredients formulated in the industry can have toxic load. Heavy metals can occur in the natural components of the country.”

“We used to be more natural and organic,” Sasha Plavsic, founder of Make Bank Ilia Beauti added. “What was challenging is (that the raw materials were hard to source or would enter inconsistent or products would not perform.”

Most makeup was created and shaped at high temperatures, Plavsic explained. Clean organic materials often break down in this purse, which led to inconsistent results and performance performance under support. “Not every syntheticist is bad,” Plavsic said. “Sometimes it helps create the best in class in class.”

The plastic packaging in the industry is A special challenge of sustainability – 95% was thrown, and the vast majority is not recycled, according to the British beauty advice.

Cosmetic business is the fourth largest user of plastic packaging on global side – after food and beverages, industrial packaging and pharmaceuticals – and plastic is about 67% of industry packaging, in accordance with Vantage. Use a giant with cosmetic language 144,430 metric tons of plastic In its packaging material 2021., for example, according to Ellen Macarthur (EMF) Foundation. Estee Lauder reported that her brands were produced 71,600 metric tons of plastic in the packaging of the product of the same year.

And only 9% of global plastic waste is recycled, in accordance with the Organization Report for Economic Cooperation and Development. United States only recycles 4% of their plastic waste.

Many brands try to drop harmful plastic from their business and adopt a post-consumer of recycled plastic (PCR) post-consumers. (L’Oreal has set a goal of 50% PCR plastic use by 2025. years, while Estee Lauder targets 25% “or more” PCR plastic – but both are far from achieving their targets.)

“Between 60-70 large global brands made unprecedented progress” In PCR plastic use throughout the industry, the EMF plastic initiative for the Sander Defruit’s Maintenance Initiative said CNN. But Defruit emphasized that PCR plastic must be adopted in connection with brands by removing individual and virgin plastic from their use cycles to really make a difference.

However, PCR plastic is not easy to find – low recycling rates around the world mean there is a limited offer. Meanwhile, demand for him grows demand throughout the industry, Defruit said. This competition increases its price, which is already greater than a virgin plastic.

Fekkkai’s hair care brand claims to have used up to 95% of PCR contents in packaging, but the questions and issues of the offer were a challenge, forcing it currently targets containers and packs that have at least 50% PCR in its packaging.

“PCR plastic is more expensive than plastic in stocks. The costs are difficult, and then the founder of Frederic Fekkai told CNN. “PCR is close to our heart, but there is a huge demand, so it’s hard to find recycled plastic.”

Retail for beauties play key – and insufficiently used – role, with control over shares of shares and supply chains. But many differ when it comes to standards set for brands that sell.

“Smaller companies do moreCompletely stop, “said Jessi Baker, the founder of the technological platform, which helps brands show their credentials sustainability for customers.” They move more. Some of them are born-good brands – climatic courtesy was part of their adjustment. They do not have to restructure their entire supply chain. Their culture is already compared to larger brands that must work hard on change. ”

Sephora launched her “Clean + planet positive“Initiative in 2021 years, which is marked by products that have completed its appointed criteria, which currently faces a consumer’s consumer program, which can be entered in the online and sales, recycling, recycling, possible, recyclable, possible or in Sales, recyclable, composicated or recordable plastic program “Packaging or has a function without aqueous or concentrated products.

However, many steps taken by brands and traders do not start not to touch the waste and generated pollution Through supply chains, production and dispatchAll huge problems for the industry to catch.

Gaps in standardization in the cosmetic ecosystem can be able to fill in certificates such as born now B Corporation or B Corp. This accreditation, one of the most famous in cosmetic space, issues a nonprofit B Lab, which achieves a company in different criteria around ethics and sustainability. As useful as it may be among them Eco-conscious consumersHowever, it is currently fully voluntary for the login brands.

Governments and multinational prescribing of regulations and setting the basic line for brands to work out of the sustainability claims, they would go a long way to change, many experts and business leaders believe.

Susanna Kaufmann, the founder of her name brand Beauti, says its efforts in Austria would take better, if more countries around the world had strictly, subsequent laws on garbage disposal laws.

“I’m packing our product in recycling material,” Kaufmann said. (Its products “Packaging, which is reused, is made of 75% recycled plastic – and is 100% recycled.) If I send the US, the trash cannot be separated.” She explained, inviting to the incquiscency law in recycling.

And when it comes to ingredients, European chemical agency List of 2,495 substances Prohibited use in the sales of sales or benefits in the block. But the American Management for Food and Drug Only lists 11By making it more challenging to American consumers to find safer, greener options. Environmental Working Group, studied non-profit guard Laboratory tests 51 sunscreen products 2021. years and found that only 35% of the product met the EU standard, compared to 94% adopted by the US standard.

However, while the government can set minimal requirements, Mia Davis, vice president of the sustainability and impact on the beauty of Credo Beauti, says the needle to move in the private sector.

“The regulation can raise a little floor. A person who does not know about any (sustainability of the question) could still enter the bodega and get clean products … but it will never be what the market cannot do,” she said. “Market management is crucial.”

In the absence of brave regulations or global standards for sustainability practices, this “leadership” – companies and brands and customers in the baby market – will probably be the most famous shock vector to solve climate deficiencies in industry. It will pass continuous collective advocacy and initiative to see meaningful changes of conscious climate.