The era of clean cosmetics
- Ravindhirran
- 24 nov. 2019
- 3 min de lecture
Dernière mise à jour : 21 nov. 2020
In this digital world, information reaches from one end to the other end of the world faster than a fire gobbling up a house. This has made people to become aware of their environment and the products that they use. This has also made them more concerned, especially with their cosmetic products, when companies like Johnson and Johnson and Unilever are making it to the news.
The news:
Johnson products were found to have side effects upon regular usage due to certain ingredients added in their products, thus creating a huge sensation. They weren't the only companies. Several other companies also had to pay a huge sum of money as lawsuits. All these events have triggered cosmetic users to be more concerned with what they use.
This brief period has made cosmetic users look for alternatives which has lead to the rise of clean cosmetics. This trend of wellness has reached $ 4.2 trillion in evaluation and still growing at a rate of 6.4% annually ever since. To accustom to the recent trends and changes of the digitalised consumers, various cosmetics industries have made their product green and clean. Meaning, these set of products contain ingredients that are made from a plant base and don't have any negative side effects on humans.
One of the leading cosmetic industry that has utilized this current trend is Sephora. Sephora has always been on their toes when it comes to catching new trends trends right from the spark. They are also one of the most innovative companies in the cosmetics industries that are dwelling into AR and cosmetic customizations. Sephora doesn't prove anything less when it comes to green and clean trends as well. Curious? Feel free to scroll down and find out how they have used this trend to their advantage.
Sephora from scratch
Sephora was producing clean products right from the inception of the company. They have been labeling certain products as clean and allocating a separate section for these products. This process was not that effective because, their customer segment was just not sound enough about the clean products at that time. The recent changes and trends of the current world such as digitalization has made their consumers notice such products. Sephora started making even more drastic changes when the trend started picking up.
Creation of the clean section
Once the clean trend started catching up, Sephora allocated a new section called "CLEAN at Sephora" for this category of products. This change caught up with the growing customer segment of buying clean cosmetics. This idea of theirs provided an easy access for the ardent 'clean' fan base. Along with this change the creation Clean badge and 'list of nasties' also brought in awareness amongst other customers.
The clean badge
The "clean" badge on the Sephora's products indicate that they are clean from a list of harmful ingredients. This move not only helps Sephora's products stand out, but they also give the knowledge and information on various ingredients that can be harmful. This badge assures a feeling of safeness while buying their products.
The current customer segment of millennials are also requesting transparency in their day to day products that they use. The nasties list attached to the clean badge provides the millennials the exact transparency that they are looking for, making Sephora a more compelling brand to buy. This badge has also enabled them to endorse as clean products
Entry into various countries
Being a clean product not only helps its customers but, it also helps Sephora's entry into various countries. Different countries have different standards of ingredient policies and regulations to sell their products. Going green means their products are mostly comprised of natural products and a very few harmful ingredients in their mixture. This has left many countries with an open door of opportunities for Sephora.
Product texture
The usual herbal cosmetics always had a bad texture or at least a texture that not everyone feels comfortable using like the traditional chemical cosmetics. But this has not hindered Sephora's green products in anyway as they have mastered the art of giving high-class feel and texture to their green and clean products as well.
Future of Sephora
Sephora has noticed that the trend of going clean is here to stay. So they have furthered their development process into bringing in more cleaner products for their customers. Sephora has already moved up the number of ingredients used in their nasties list from 13 to 50. They have also allocated exclusive laboratories for green products of Sephora.
Well, to put in short we can say Sephora is surely here to conquer the cosmetics market....
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