A growing number of marketing campaigns that highlight the potential risks of beauty product heavily dependent on chemical agents, generated a growth in the demand of completely natural products, which consequently called for a packaging innovation. In fact the lack of various chemical elements means that the product will be visually (with change of color, phase separation, bad smell) subject to external agents like bacteria, UV rays and air. APG Packaging has stepped up to the challenge by developing a new packaging line for sierum and creams based on airless pumps that will improve by 15% a natural product life thanks to the use of an innovative non-pressurized chamber.

The European Commission has recently adopted a new Circular Economy Action Plan in order to secure a clear and strongly competitive market for Europe whilst maintaining high the focus on taking care of the environment and allowing new rights to the consumers.

Various actions are being implemented such as: making sure the production of sustainable products becomes a standard for the European market, creating products that are built to last longer, that are easy to be reused, recycled or repaired, and, whenever possible, made with recycled materials as opposed to raw materials; to guarantee more information and details about the product in order for the consumer to make a more informed and sustainable choice.

In a period dominated by a global pandemic that has thrown a heavy veil of insecurity and uncertainty for our future on all of us, it is inevitable that people will be subject to anxiety and stress. For this reason, some beauty brands have decided to change their online communication strategy by focusing on providing support, having fun or giving useful advice and indications to their users on how to deal with anxiety derived from such a difficult period, achieving considerable success.

An overview on how the fragrance and beauty industry relates and contributes to the cause of global sustainability.

What can you do to be a skilled marketer and ensure success for your brand? Let’s find out in this article that offers a sneak peek of the points theorized in PSFK’s Advertising Playbook 2018.