‘Galvanise’ business: British Beauty Week to celebrate ‘power of beauty’ post-COVID

 

Image by 0fjd125gk87 from Pixabay

The British beauty sector will parade its status as an economic powerhouse and potent transformer of lives at next month’s British Beauty Week, as the industry and world slowly moves past the COVID-19 pandemic once and for all.

More broadly, British Beauty Week aimed to,“raise awareness of the industry, galvanise the business and creators across the sector and celebrate the power of beauty,” British Beauty Council CEO Millie Kendall O.B.E told CosmeticsDesign-Europe.

“The industry has historically faced a lot of bias,” "We have been thought of as the industry that’s mainly about fluffy stuff girls like. Not taken seriously, economically and socially. Our impact on communities and our innovation and forward thinking business leaders have not been a focus for brand Great Britain.

A lot of focus is on music , fashion and film, which rightfully deserve global acknowledgment, but our industry has led the way in so many ways from Yardley, to Body Shop, Vidal Sassoon, John Frieda, Charlotte Tilbury, Pat McGrath."

“…But we have surpassed the first hurdle of being recognised as an economic superpower. Now we need to remind the public why they were so desperate to get a haircut after COVID or have their roots done or wear a lipstick again once we took the face masks off,"
she said.

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‘Start with the dream and build backwards’: Beauty must tackle sustainability challenges post-COVID

Image by David Christensen from Pixabay
COVID and climate crisis-shaken consumers demand more from beauty, experts believe there remain hurdles in packaging, brand communication and supply chain logistics before industry reaches the zero-waste dream.

But ratcheted-up recycling, reuse and circular systems, joined-up communications and materials innovation (wood anyone?) are offering plenty of hope.

“Wood is natural by definition. It’s refillable,”​ said Pierre-Antoine Henry, head of categories at Spanish beauty packaging specialist Quadpack, at last month’s WeCosmoprof International’s Sustainability, For Now and Next​ CosmoTalks webinar​ elegantly moderated by CosmeticsDesign-Europe editor, Kacey Culliney.

“Of course, if you refill, it means you can go for packaging that you bring more time, love and durable materials to because you are keeping the initial pack. So, it could open up a lot of creativity because you can invest a bit more money in the initial packaging,” ​Henry said during the expert panel debate.

Reusable packaging, he said, offered the golden path to waste reduction.

“The more you reuse, you have the impact on the environment of a single-use. This, for me, is the dream. Start from the dream and work backwards.”

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