Spreading Clean Beauty

Cosmetic label printing should place ethical claims front and centre

In beauty, it’s what’s on the inside that counts – but first impressions are crucial. Labeling is essential to communicating the product’s value proposition, creating a brand image, and most importantly, attracting consumers. This is especially the case for private label cosmetics brands, who need to distinguish themselves in an increasingly crowded field. Therefore, a tremendous amount of thought needs to go into cosmetic label printing, especially as consumers become more discerning and trends develop. Here, we discuss these evolving challenges in the BPC space.

The rise of private label cosmetics

The private label cosmetic market is growing at a rapid pace. With retail giants like Amazon entering the ring, brands need to work hard to differentiate themselves from the competition. However, consumer attitudes are on their side; according to research conducted by Mintel, 69% of British adults agree that the quality of private label brands has improved in recent years. Chemist or specialist private label brands have particularly positive perceptions, and in some cases, outperform premium beauty brands.

Furthermore, the affordability of private label brands is also driving growth. Especially in light of the financial impact of the coronavirus pandemic, consumers are looking for effective products at lower prices. Equally, younger consumers have been consistently attracted to convenient, low-cost products. Considering the tremendous buying power of millennial and Gen Z consumers, this is an unmissable opportunity for retailers.

Standing out from the crowd

It goes without saying that branding is essential to attracting consumers, especially in an increasingly competitive field. Consumers choose products that chime with their ambitions and values. For instance, 74% of younger millennials bought an eco-friendly beauty product in the last 12 months (Mintel, 2020). Meanwhile, Gen Z consumers increasingly prioritize using ethical, sustainable, and cruelty-free products. In a recent study, Mintel found that 67% of consumers born after 1996 would stop using a brand if they felt they had unethical practices. 

Equally, the powerful Gen Z consumer base incorporates inclusivity into their perception of ethical beauty. According to the same Mintel study, 64% of Gen Z think beauty products shouldn’t be classified by gender. Therefore, many brands are opting for simple, neutral packaging. One such example is Amazon’s private label offering, which features clean, monochromatic cosmetic label printing.

In cosmetic label printing, clarity is everything

In regard to communicating such values, labeling is critical; clearly positioning a brand as ethical and sustainable means cosmetic label printing should place claims like 100% natural, 0% additives, or ‘green’ front and center. To demonstrate authentic added value, certifications like ECOCERT, vegan, or COSMOS-certified are essential. Considering that 33% of millennials think it is important that beauty and grooming brands are scientifically proven, certifications such as these assure consumers that brands are following rigorous standards (Mintel, 2020).

Provital seeks to facilitate the private label beauty market in this ambition. Provital strives to ensure that all the active ingredients they develop meet exacting clean beauty standards. This is why Provital complies with initiatives such as the Nagoya Protocol and develops 100% organic, COSMOS-certified ingredients. With these formulations, private label beauty brands can put all-important free-from, organic, and green claims in pride of place, attracting increasingly savvy and ethically exacting consumers.

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