Sustainability elasticity: How beauty brands can stretch to sustainability without breaking the bank


Sustainability can be a minefield or growth opportunity for beauty and personal care brands. Reputations are destroyed overnight if you get it wrong.


There are three key areas that beauty and personal care brands must consider if they are to be successful in a world where sustainability is becoming a critical factor in consumer decision making. To succeed, BPC brands need to know:


  • Which product categories are the top of consumers’ sustainability set of priorities 
  • Whether their sustainable products are actually considered worth the higher prices
  • Where their brands and products sit on the sustainability “hit list”


In this report we share findings and direct feedback from consumers about how the balance between traditional purchase drivers and sustainability is shifting. One in three consumers has ditched a product over sustainability concerns - a trend that is going to continue over time.


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