Do you need constraints to be creative in sustainability for beauty
The things I hear most about sustainability is that it's costly, complex, and brands will lose their competitive edge if they don’t engage in current trends. But jumping on the bandwagon can have dire consequences. What if you develop or build a solution that seems the most
Keeping a competitive edge in sustainability and beauty?
As a marketing professional you want to make your packaging claims clearer, upgrade your portfolio, without losing your competitive edge? You have already started and some solutions are working better than others, and you still can’t understand why a 100% PCR packaging is not achievable? Talking to a Beauty
what to wish for in 2022?
Happy New Year, all our best wishes for 2022.We wish you happiness, freedom and the fulfilment of long awaited dreams! We hope you didn’t make too many resolutions and avoided adding burden onto your shoulders. We’ve been through two tough years, so here’s to a better
The claims I won’t make in beauty and why
There are claims we can make easily because everybody understands or do they? It’s not clear what people understand or expect from your product or service. Making “green” claims is even more complex since it involves a lot of parameters. In other words, we need to understand why we
Need to learn what to do first to prevent climate change?
As a marketing professional you need to make decisions on matters you don’t really master yet! You’re not an environmentalist or a packaging technologist, yet, you have the final say. Why can’t you get 100% PCR materials? Why couldn’t you use refillable packaging? or isn’t
Better sustainable beauty marketing claims
Marketing claims are getting more pressured by new legislation every day. Formulas have a very strict array of regulations, and when it comes to packaging it seems that we are entering a dangerous territory as well. There are the claims that the public won’t hear anymore. Or that it
Which side are you on, when it comes to conscious consumption
Are you pro Black-Friday, meaning that we all need an extra offer (as a consumer), and extra cash into the business (as a brand)? Or are you against it as it pushes for consumption and unhealthy behaviour. It’s a hard one to pick, because it's NOT the
glass and the sustainable beauty quandary
Is it me or is it more and more confusing to know how to move to sustainable product development in beauty? I started to develop the course about a year ago, and I honestly think that it's getting more and more confusing for marketing professionals to make the
Is your sustainable beauty strategy including diversity?
This week we’ve seen a bit more news about diversity, ageism and accessibility. I think that one can’t really be sustainable in beauty if he/she’s not thinking about diversity. We tend to develop new products in beauty with sustainability in mind with a focus on materials
What if you could change the beauty world now
COP26 is upon us and a lot of us are watching. Are we expectant of good outcomes? Or are we ironically turning our heads the other way? What if we didn’t need to wait any longer and if we could act now? What if we were making a u-turn
What if all made sense about sustainability and marketing
Sustainability is no silver bullet. Yet, you need to implement it NOW, in your brand portfolio. Where do you look for information, how do you learn? When looking at the news, to prepare this content, I feel I am more confused now than I was yesterday. Contradictions, misunderstandings, mis-interpretations, short-comings.
Mind the gap of green intentions and purchase behaviour
Oftentimes, our shopping behaviour doesn’t match our good intentions. And there are many factors to consider here: price, value for money, product utility, and convenience. To name a few. And for the younger generation, the “ fighter “ for the planet ones, it seems that they, “in particular, are saying they