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The global need of millions of people to make their lives more conscious, clearer and easier has led to the emergence of trends that promise to become popular in the near future. Anna Dycheva, CEO of Reed Exhibitions, told us about them.
Conscious consumption
According to Eurostat, the average Briton spends over £1000 annually on clothing and footwear. And the United Kingdom is far from the leader in this respect. However, the situation is slowly starting to change. Today, many bloggers and other “agents of influence” offer their subscribers to think before buying something, because every purchase is nerves spent and pollution of the environment with packages and checks. They call for abandoning rash shopping, which often entails debt and guilt, in favor of sustainable shopping that brings pleasure in the long run.
The no-buy movement (without purchases) is even gaining momentum on the Web: bloggers tell how they live without buying anything, and do it with the same enthusiasm with which they recently talked about new clothes.
It’s better to start with realistic goals – for example, go without shopping for a month, then six months
How to join this movement? Instead of buying new clothes and makeup, use what you already have. Take inventory: there are probably jeans in your wardrobe that you have never worn, and in your makeup bag there is a new pack of eye shadow or eyeliner.
It’s better to start with realistic goals – for example, go without shopping for a month, then six months. For some, it is difficult to refrain from buying cosmetics; for them, special branches are created on popular forums, where users help each other “cure” from this addiction, share advice.
In addition, centers are springing up around the world where they collect perfumes and cosmetics to give them to people in a difficult financial situation. This is a great chance to give your unwanted items a second life.
Refusal of plastic
Greenpeace estimates that almost 12,7 million tons of plastic ends up in the ocean each year. Each of us can take a few simple steps today to reduce its number.
- Pay attention to the packaging: is it possible to recycle it.
- Avoid food in plastic containers (today, many products can be found in packaging made from recycled materials).
- Buy large volumes.
- Choose products with refills (replaceable blocks).
- Try to find eco-friendly replacements for products (for example, bamboo toothbrushes instead of ordinary ones).
- Reduce the use of ear sticks.
Focus change
Cosmetics are an important element of self-care. While a woman takes care of herself, puts on a mask, combs her hair, paints, this is her time, the opportunity to be alone with herself. Caring for appearance today is far from always caused by a desire to please others: many women put on makeup every day, even when they don’t leave the house, for themselves, to create a mood. And going to the spa or getting a massage is also a pleasant opportunity to relieve stress.
Cosmetics with healthy lifestyle elements
A few years ago, “superfoods” entered our lives – foods rich in nutrients and vitamins. Even if you include it in the diet in small quantities, it has a positive effect on health. Now these ingredients – chia seeds, goji berries, quinoa and many others – should be in cosmetics.
Products without water
Water is the main raw material in the cosmetic industry: shampoos, cleansers, creams, lotions contain an average of 70-80% liquid. Add here all the water that each of us uses in the morning and in the evening in the shower … But water is one of the most valuable resources on the planet.
It is not surprising that one of the modern beauty trends is associated with the rejection of excessive water consumption. As part of a general approach called waterless, several directions are developing at once. First of all, many corporations are looking for ways to reduce the use of water in the production of products, including the development of “dry” analogues of cosmetic products, such as shampoos and masks.
A real breakthrough within the waterless concept was chemical developments that made it possible to produce moisturizing sticks (the consistency of this product changes when it comes into contact with the skin due to its temperature) and “powder-foam” for washing.
And consumers “vote” for such products. According to research firm Mintel, 24% of shoppers aged 16 to 24 want to use cosmetics that allow them to use less water. This is due not only to concern for the environment, but also to the active lifestyle of the younger generation, their love of travel and frequent movements. All this determines the choice in favor of this format of cosmetics.
About expert
Anna Dycheva – General Director of Reed Exhibitions (InterCHARM exhibition). Her .