According to the global research , the proportion of China's environmental protection supporters in consumers reached 53% in 2020, an increase of 13% over last year, and consumers' attention to sustainable development is gradually increasing.

 

However, although more and more consumers are eager for environmental protection, there are not many beauty brands with sustainable packaging in China. It can be said that the environmental protection market is still cold. On the one hand, the reason lies in the e-commerce channel, and beauty packaging is still the mainstream. On the other hand, although some brands have formulated specific plans, it still takes time to implement them.

Most brands deeply rooted in e-commerce channels hope to express the soul of products through packaging appearance. For example, you use expensive formulas, which are generally difficult to be reflected through content, so you need to use bottles to show your identity, make it attract consumption in a very short time, and convey selling points and prices to consumers. In the era of information flow delivery, general beauty brands will first consider how to attract traffic through appearance, but rarely start from the layout of sustainable development.

However, since the state proposes green development in the "14th five year plan", environmental protection is bound to become an unavoidable direction for the cosmetics industry. In view of the harm of plastics to the environment, the national development and Reform Commission and the Ministry of ecological environment also jointly proposed in 2020, "by 2025, the management system for the production, circulation, consumption, recycling and disposal of plastic products will be basically established, the diversified co governance system will be basically formed, the development and application level of alternative products will be further improved, and the amount of plastic waste landfill in key cities will be greatly reduced, Plastic pollution has been effectively controlled. "

It is worth mentioning that there are also some responsible domestic brands in China. For example, in addition to the public welfare and environmental protection bottle packaging of ice muscle water launched by nature hall in previous years, it has been gradually implemented into the strategy of sustainable development, including cleaner production, energy conservation and emission reduction.

Of course, environmental protection needs strength. Compared with plastic products, the price of degradable materials is much more expensive, which requires beauty brands to lengthen their goals, look ahead and take action in advance. Because "technology" and "environmental protection" have not only stayed at the level of marketing gimmicks, such as the world's first 100% plastic free paper wine bottle was born in July 2020. In the future, in the cosmetics industry, environmental protection will be more integrated into product innovation as a brand concept.‍