Pure beauty with the concept of "green, safe, natural and non-toxic" is a brand-new concept to upgrade the cosmetics industry in this sustainable way. As an advocate of new consumption pattern, Generation Z has a high acceptance of pure beauty. While advocating green and safe skin care methods, they pay more attention to the higher-dimensional social responsibility in the brand concept.
Pure beauty not only requires safety and non-toxicity in product formula, but also advocates the use of sustainable materials, animal-friendly and environment-friendly in packaging. This brand concept, which is composed of many concepts, has become a hot star in the cosmetics industry. In recent years, Jiemei, which is popular abroad, has also entered the China market, and has been recognized by many brands and consumers. Under the background of advocating environmental protection and sustainable development in various industries, how can Chunmei open up a new track for the cosmetics industry? As a hot concept just emerging in China, has it caused many problems? This issue of Beauty Salon invited four pure beauty promoters, who represent the most culturally confident generation Z at present, to talk about why the sustainable cosmetics brand represented by pure beauty is so popular.
Pure beauty opens the "pan-concept skin care era"
Cosmetics in China: At present, "Pure Beauty" has just emerged in China, and many consumers are not familiar with it. What do you think is the criterion for judging "pure beauty"?
Zhao Lu: For pure beauty makeup, there is no authoritative organization at home and abroad to give a unified standard, but most brands have the following understanding of their own standards:
(1) ingredients are safe, that is, there are no ingredients with potential safety risks to human health;
(2) There is no animal experiment, that is, new scientific and technological means are used to replace the traditional animal experiment;
(3) Sustainability, including not containing ingredients that have a negative impact on the environment, following the principle of sustainability in the production process, selecting environmentally friendly materials in the use of packaging materials, and following the principle of sustainability in terms of labor rights and fair trade.
Under this concept, there will be many related certifications, such as vegetarian diet, no abuse, no animal testing, cosmos organic/nature and other widely recognized standards in the industry.
Chen Xin: My understanding of Jiemei is not to re-create a new system that is different from other countries' cosmetics safety regulations. Jiemei only makes stricter requirements on the existing application logic of "unlimited safety and unlimited use". Product developers and manufacturers hope to use more natural and environmentally friendly ingredients to consciously create high-quality products that are more beneficial to consumers and the global environment.
The definition of pure beauty is different from natural, organic and nontoxic beauty. Pure beauty includes green, sustainable, vegetarian and cruelty-free beauty, but it is not a necessary condition.
As the birthplace of the concept of "pure beauty", the United States has many brands. Most of the "clean" landing schemes of American brands are to make a list of risk ingredients, which will arouse consumers' fears and highlight the advantages of the products by explaining the potential risks of the ingredients (allergies, endocrine disorders and carcinogenesis).
The brand of "Pure Beauty" in Japan and South Korea has extended from natural and organic to avoiding the use of potentially harmful chemicals, adopting local mild plant ingredients and advocating that less is more.
Han: At present, there is no specific industry standard for "pure beauty", but it can be defined from the aspects of harmless ingredients, animal friendliness, environmental friendliness and sustainable environmental protection. Natural, organic and vegan skin care products on the market belong to the field of "pure beauty". Among them, vegan beauty is the one that requires the highest safety and animal friendliness, and it needs to pass specific industry standards to enter.
China Cosmetics: Many people think it is green and natural without additives, which may weaken the efficacy of the product. How do you think brands should balance natural sustainable ingredients and product efficacy?
Zhao Lu: First of all, we need to clarify a misunderstanding, that is, nature does not necessarily belong to a pure category. Conversely, purity is not necessarily natural.
The core appeal of pure beauty makeup is safety, so some ingredients produced by chemical means can also be included in the category of purity as long as they are safe and sustainable. Eco-buyers reject products that are unsafe and contain animal ingredients, rather than products with special effects. We believe that more and more brands can achieve the organic unity of safety, sustainability and efficacy in research and development.
Lu Yushu: My greatest efficacy requirement for skin care products and cosmetics is safety, and daily exercise can also maintain or improve our skin condition. After contact with pure beauty makeup, I tried several brands of products and really became a loyal customer.
As a supply chain power, China's supply chain is ahead of the brand in terms of sustainability. The use of sustainable ingredients can also meet many needs, which is not only beneficial to the body, but also more friendly to the earth's ecology.
Han: In order to achieve the balance between natural sustainable ingredients and efficacy, the balance between ingredients and technology is very important. Simple without additives and stimulation can be achieved by reducing the formula. With the support of scientific and technological strength and scientific proportion, a skin care product can produce better results under the premise of reducing irritation. KU:S adopts this development logic and devotes itself to selecting natural and organic raw materials. Through the exclusive pure fermentation process, organic raw materials play the highest efficiency, reaching the effect of 1 1 2.
Shaping brand concept and strengthening emotional expression
China Cosmetics: As far as you know, what are the breakthroughs and innovations in the research and development of pure beauty cosmetics?
Han: Take KU:S as an example. In order to maximize the efficacy of raw materials, KU:S adopts an exclusive pure fermentation process. Its biggest feature is that it uses plant Petri dishes instead of animal Petri dishes, which makes the extracted essence more pure and avoids the pollution of animal sources and the threat of animal viruses. The essence molecules extracted by vegan fermentation are smaller and easier to absorb, and are rich in vitamins A and B, various amino acids and minerals.
China Cosmetics: As a pure beauty cosmetics brand, how do you think this cosmetics brand with environmental protection concept will go to the public in the future?
Zhao Lu: First of all, whether it is pure beauty or plain beauty, it belongs to the beauty industry in essence, and it must follow some basic promotion strategies of the industry. In other words, the quality of the product itself and the consumption experience are very important. Therefore, in addition to vigorously promoting its unique sustainable characteristics, we will still return to consumption itself, that is, in addition to advocating the concept of sustainability, whether it can meet the needs of consumers for the product itself. Therefore, we will still try to make more consumers recognize this concept through component analysis, efficacy analysis, and the combination of popular promotion forms and languages.
At the same time, as a relatively small and advanced field, promoting sustainable and environmentally-friendly cosmetics brands requires extensive cooperation with institutions or experts with the same concept, so that a small business can gradually become popular.
Chen Xin: In today's beauty industry, the concept of clean beauty has become the mainstream concept in Europe and America. A new wave of clean beauty, focusing on no additives, pure nature, rejecting toxic and harmful substances and supporting zero harm, is sweeping the whole makeup industry. Because it is a cutting-edge consumption concept, Fu Yuanji pays more attention to the mainstream platform in communication and promotion, pays attention to knowledge education, popularizes the concept of pure beauty, and updates brand accounts to let consumers know. On the basis of crowd positioning analysis, the age positioning of the target crowd is calculated based on the makeup years, and the people who meet the age positioning are widely spread to complete the endorsement effect of "the same age".
Lu Yushu: Many friends around me didn't know the concept of "pure beauty" at first. After I told them, they found out: ah, that's what it is. Some ingredients used in daily life may damage the skin barrier, so they are more willing to choose safer products, and more and more such products can meet the needs of daily skin care and beauty.
The concept of sustainable development has only begun to develop on a large scale in China in recent years. I believe that sustainability, environmental protection and pure beauty will be broken more and more, and will be recognized, accepted and practiced by everyone in daily life. At the same time, relevant technologies and policies will be improved day by day. This is the basis for the popularization and scale of the concept of sustainability.
Han: * * Love * * voice * * * Creation is the best way. With the development of society, especially the younger generation, they have begun to develop the concept of environmental protection. Through the communication between brands and the public, we can create each other and develop a green and sustainable life together.
"Sustainable development" has become the development focus of cosmetics industry.
Cosmetics in China: In recent years, many cosmetic enterprises have embarked on the road of sustainable development, and at the same time, some new concepts have emerged, such as "pure beauty", "green beauty" and "vegetarian beauty". Do you think this is an inevitable trend or a marketing idea?
Of course, "sustainability" has undoubtedly become a marketing hotspot. In this context, I also hope that the brand can communicate to consumers in a transparent and sincere way what we have really achieved in sustainable development and what sustainable goals we will strive to continue to achieve in the future.
China Cosmetics: Under the tide of environmental protection, what do you think is the key point of the sustainable development of cosmetics industry in China?
Zhao Lu: First of all, can we reduce energy consumption, waste and emissions in the production process? Can non-animal testing be more widely accepted in product safety testing? In terms of raw materials and packaging materials, can we try to avoid ingredients that have a negative impact on the ocean and soil, can we use more environmentally friendly materials, and can we realize a complete system of recycling empty bottles?
There are many things we can do in terms of sustainability. At present, it is really impossible to ask every brand to be perfect in all aspects and links. Let's start with ourselves. For example, our self-operated products have been completely plastic-free in the distribution process.
Chen Xin: In the future, it may be a big trend to replace packaging materials with recyclable packaging and use natural renewable ink. The plastic packaging of products is minimized, and the color box adopts FSC-certified sugarcane paper and soybean ink. We hope to continue to do more interesting and meaningful things under the theme of life-friendliness, environmental protection and sustainable development.
Lu Yushu: We have established our own principles of sustainable development with farmers to reach a better understanding with consumers. Among them, "love for natural raw materials" and "environmental protection in the manufacturing process" must meet one of them.
For the cosmetics industry, raw materials are the most important, not only the ingredients, but also the packaging materials. Every brand should insist on conveying its own transparent list, indicating which ingredients it has banned or which materials it has chosen are more friendly to human beings or the planet. As for packaging materials, we can first promote the packaging of recyclable materials or use replaceable packaging, and then biodegradable and recyclable biological materials may be a better choice.
At the same time, adjectives such as "environmental protection", "vegan", "green" and "clean" are not perfect. We hope to see more brands clearly, sincerely, intuitively and concretely convey their concept of "sustainability".
The pan-concept skin care method initiated by Jiemei Pure Skin Care has developed and expanded in advocating sustainable, green and environmentally friendly consumption concepts. Especially in the "Z generation", brands and markets are more eager to understand the cultural values of new consumers. At the same time, the standards and norms of pure beauty cosmetics in China cosmetics industry need to be unified. Only by raising industry awareness, perfecting safety management system and establishing a set of pure beauty standards of China brand can the market prosper and the brand be stable for a long time.