We are delighted to share the 2022 Sustainable Beauty Report from Provenance this week.
This research explores what today’s beauty shoppers expect from brands when it comes to sustainability and where they are falling short. As well as what steps brands can take to earn customers trust and assure their customers that their claims are facts, not greenwash.
‘Provenance commissioned London Research to explore how important sustainability is to the consumer in the beauty and wellness market, perceptions around industry transparency, and where any con- fusion or lack of trust emanates from. We wanted to understand how shoppers are navigating this new world of claims and buzzwords, and what kind of information they seek out relating to environmental and social impact. After speaking to a broad range of beauty brands, and carrying out an international survey of 1,500 consumers, we discovered a major dis- connect between how the industry is operating and the expectations of consumers.’
Download the full research report here for actionable insights from 11 leading beauty & wellness pioneers and 1,600+ beauty shoppers surveyed across Europe and America.