Closing the cycle of sustainability with customers

At the moment’s magnificence consumers demand sustainable merchandise. In consequence, a rising variety of magnificence and cosmetics firms are launching aggressive sustainability targets to deal with main environmental challenges. They’re reinventing provide chains, enterprise practices and merchandise. However to be really profitable, manufacturers must preserve the patron – and what they need – on the coronary heart of their sustainability technique. For manufacturers to attain their commitments and progress targets, they need to accompany customers on the journey. This may be performed by training, messaging, and higher engagement.

Creating sustainable materials options to assist remedy the world’s biggest challenges and meet shopper wants is on the coronary heart of who Eastman is. Lately, we have now invested in world research to grasp how you can place sustainability with customers in key sectors comparable to cosmetics and skincare, style, electronics, housewares, constructing and building. With a database of over 40,000 customers within the US, Europe and Asia, Eastman is creating insights to assist our model companions speak about sustainability in a manner that is vital to customers.

Buy precedence

Whereas firms are hyper-focused on sustainability, customers additionally care about product high quality and efficiency. Eastman has seen high quality and efficiency present up among the many high three most vital elements customers think about when buying merchandise from completely different classes, together with skincare. Sustainability is on the backside of the record. This does not imply that these customers do not care about sustainability. It implies that when manufacturers and retailers supply extra sustainable merchandise, they can not compromise on the standard and efficiency that buyers count on.

“We perceive that buyers have numerous choices for beauty and private care merchandise. And none of us need to compromise, ”stated Tara Cary, Eastman’s phase market supervisor for cosmetics and private care. Renewing the resin portfolio, made by our molecular recycling applied sciences, permits manufacturers to supply their customers the excessive ranges of recycled content material they’re in search of, whereas sustaining the superior high quality and premium design parts they demand. With the Cristal One Renew portfolio, we are able to supply manufacturers materials options that supply customers extra of what they need, recycled content material and recyclability, in a phenomenal package deal. “

To have a profitable sustainability technique, firms should be adept at explaining how their merchandise will meet or exceed shopper efficiency and high quality expectations.

Supplies matter

Complexity and fixed evolution could make your sustainability journey really feel like a winding mountain street. Many manufacturers do not even know the place to begin. Shoppers will let you know it is all concerning the supplies. Based on Eastman analysis, sustainability is outlined by what a product is made from, making the collection of supplies for components and packaging the cornerstone of a model’s profitable sustainability technique.

In reality, greater than half of world customers say they’d be extra loyal to manufacturers that supply merchandise with recycled supplies than those who do not, proving that supplies actually matter. Firms that transfer first in providing recycled content material in merchandise have the chance to extend model worth and shopper loyalty, additional demonstrating how the appropriate sustainable answer coupled with shopper training can unlock new worth within the shopper market. magnificence and cosmetics.

Eastman is working with among the greatest names in magnificence, serving to them transfer the needle and suppose innovatively about sustainability. That is how Estée Lauder firms hyperlink materials efficiency and sustainability. “Eastman’s molecular recycling applied sciences and Renew product portfolio will assist drive the corporate’s sustainable packaging targets whereas sustaining the high-quality aesthetics, security and efficiency of our premium merchandise,” he stated. affirmed Roberto Magana, senior vp and chief procurement officer for Compagnie Estée Lauder.

Intrigued? Need to know extra about how you can deal with the sustainability wants of at present’s cosmetics customers? If you would like to be taught extra about this, be a part of Eastman and Magnificence pack for a webinar titled “Giving Them What They Need: Find out how to Fulfill the Sustainable Magnificence Purchaser”.

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