Mintel forecasts ‘green’ to be top trend in beauty in 2011

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Less is More gel-wax made from natural and biodegradable ingredients obtained from renewable sources

Research company Mintel is predicting making and marketing ‘green’ products will be a top trend in the beauty industry in 2011.

Its Beauty Innovation arm has dubbed the trend, ‘Down to Earth’, and says it is closely linked with sustainability.

Challenges will include managing price pressure due to varying supply and demand of natural and organic raw materials and learning to master the challenges of green chemistry — such as the use of sustainable surfactants (detergents), ‘green’ solvents and alternatives to parabens (preservatives), it says. Free-from formulas — a key trend in 2010 — continue to evolve in an effort to avoid petrochemically-derived ingredients, Mintel adds.

In 2010, 13% of new skincare, hair care and cosmetics made the paraben-free claim (up 5% from 2008), Mintel reports. Also in 2010, almost 9% of new skincare, hair care and cosmetics made the organic claim (twice as many as in 2007); and the all-natural claim was found in fewer than 3% of launches in 2010.

Nica Lewis, head consultant at Mintel Beauty Innovation, said: “Paraben-free claims actually outpaced organic and all-natural claims in new skincare, hair care and cosmetics launches in 2010, backing up Mintel’s Nu Natural trend that predicted brands would emphasise results and free-from claims over certification. 2011 will see beauty companies placing increased importance on the environment, focusing on sustainable sourcing with attention to maintaining biodiversity. A renewed emphasis on repackaging to minimise waste will also be a factor.”

Developments in the global beauty industry over the past year have been closely monitored by Mintel’s Beauty Innovation team and while skincare launches dipped slightly in Europe and the US in 2010, China saw dynamic growth with a 40% jump in new skincare products.