The demand of the consumer changes of constant way and asks different things. Especially, more respectful with the environment, and therefore, more sustainable. The companies have to adapt to this behaviour of the consumer. We find different currents that try to boost the sustainability, as for example, the implantation of a model based in the circular economy, the solid cosmetic, and the zero waste.
'The Dissolving Bottle' 100% shampoo, 0% plastic
In care capillary, one of the innovations that were nominated to the D&GIVE Awards 2021, was 'The Dissolving Bottle' and has been all a revolution in matter of 'packaging', basically, because there is not it. It is all product. 100% shampoo, 0% plastic. This initiative of BBDO Guerrero treats of a re-design of a traditional shampoo. They have achieved to position like an ecological alternative thanks to these bars of shampoo, that imitate to the free samples that you can find in the hotels and that seems the traditional tablet of soap. Each bar contains 90ml of shampoo and weighs 130 grams, and besides, account in his composition with ingredients totally organic provided by providers of Philippine vicinity of 'The Natural Market.' From his launching the past 2021, David Guerrero, the creator of this ecological alternative, has accumulated several nominations to prizes; the last, in the event of "UK Design Awards and New York Festivals Advertising Awards 2022".
The Dissolving Bottle
'Periche Professional': an example of honest cosmetic
But it is not necessary to leave of Spain to find other companies that concern by the sustainability in the care capillary. Not even it is necessary to go out of Catalonia. With 50 years of experience to his backs, Periche Professional, with headquarters in the province of Barcelona, is one brands referent for professional channel and pursues the innovation and the improvement day in day out.
The indicators of innovation and improvement change increasingly fast and include increasingly new slopes. As for example, the sustainability and the care of the environment, in this, Periche is fully conscious of this new challenge, that after the arrival of the pandemic in 2020, earned more importance: "we do not live of back to the reality and already carry years putting our granite of sand to contribute in the improvement of the planet, although it was as a result of the pandemic when we redouble our bet by the natural ingredients and by what knows like honest cosmetic, thus taking an important step towards sustainability." It aims Pere Periche, CEO of Periche Professional for NIB.
The company thanks to this 'cosmetic honest' has launched several ranges of products that have his foundation in her: in 2020, Welnig Organic, in 2021, Chameleonik of Tempting Professional, and this same month, will expand this last range with a new line of sustainable luxury with ingredients 100% vegans. Adherents of this 'cosmetic honest' have done of her a philosophy of company: "it Is that that is good for you and besides is good with the planet and from Periche do flag of this fulfilling this double aim. Our philosophy is to look for balance and coherence in what we do, is not our only message is simply splits of him, that is to give welfare to all the levels and fields in which we participate."
The data known regarding the accumulation of plastics of an alone use, the climatic change and the global warming alarm to consumers, and also to companies. "We see the future with worry and have the responsibility each one of us in changing some habits because it is clear that every time are more sensitised with the subject of the environment and receive a lot of inputs on this" explains the CEO of the company. For this, is necessary to look for sustainable solutions. As everything, has his lights and shadows. Like consumers, only see the list of 'pros' when a company decides to step to the sustainability, but also there are some points in the side of the list of the 'cons', and one of them, is that it requires an important economic investment, and no all the world can allow it: "Be sustainable is expensive, is a contradiction and is sad, but is like this, so much for the energy, like the materials, etc… This sees reflected in the price to the consumer, a price because of so much lack of control between authorities and big corporations of prime matters or energy, etc… Are we those that now have to pay this price has impacted in the products."
His centre of production that finds in the place of Montcada i Reixac has 400m2 of surface and operates of whole way with renewable energies, something, that Pere Periche considered totally necessary although it has supposed an important outlay of money. "The renewable energies every time are the best investment since they offer a better energetic profitability that any another and this compensates." It admits Pere.
The intention of the consumers is to be more sustainable
The past month of January, from Garnier, by means of his annual report One Green Step, revealed a data that verifies of conclusive way the awareness of the consumer, and is that, definitely, the headline of the study could not be another that, 84% of the Spaniards wanted to be more sustainable in 2022. Garnier extracts the results of a study elaborated from surveys to more than 29.000 people with a band of age very wide: from among 6 and 60 years.
The doubt is if this can achieve . As it aims a Study on Responsible Consumption of the Spaniards elaborated by the company Oney in collaboration with OpinionWay, "85% of the Spaniards would pay more by sustainable products." The intention exists, but also the scepticism (62% of the respondents does not believe or trusts little in the promises on sustainable development of the companies) and the designated 'barriers of entrance' (in economic terms) also exist in the sustainability, one of them, the price, in occasions, questioned. Follow the line that mark companies like Periche Professional and alternative like the presented by David Guerrero with 'The Dissolving Bottle' does us think that a more sustainable cosmetic is possible.