Many of us purchase cosmetics, hair and skin-care items that never get used up, since they are not suitable for us or do not work as anticipated.
Doing things differently when it comes to manufacturing and buying cosmetics might cut down on the vast number of containers that are only partially used and linger in bathrooms around the globe?
Selah Li, a 29-year-old entrepreneur from China, started investigating the matter in 2018 while studying a master's in human-robot interaction at the Royal Institute for Technology in Stockholm.
Feeling guilty over the waste produced by her own unused beauty items, she also became curious as to how much of these products are rendered as waste without ever being purchased in stores.
Ms. Li expressed her joy at discovering a shelf of fifty shades of foundation, noting that as a minority she doesn't always find her shade. Her scientific training then led her to question the predictive capabilities used to determine sales and production.
After examining the data, it became apparent that [brands] are unable to accurately anticipate demand due to its variability.
Ms Li warns of the potential for either overproduction - resulting in stores accumulating items that don't end up being sold before their expiry dates - or underproduction, leading to consumers purchasing substitutes that aren't entirely appropriate for them and ultimately going to waste.
It is hard to determine the exact amount of waste generated by incorrect calculations. This is because the unused items in our bathrooms tend to be thrown out and are then included in overall figures of domestic garbage.
Additionally, beauty firms tend to be discreet about the amount of their merchandise that ends up being discarded. After attempting to reach out to substantial retailers based in the UK and Scandanavia, none of them were willing to express any opinions concerning wasted makeup products.
Ms Li believed that a different approach should be taken towards selling cosmetics, and consequently established Ellure, her own start-up.
The objective of this is to reduce unnecessary expenditure within the beauty sector by allowing customers to create their own items, which are manufactured once ordered.
According to Li, forecasting what will be sold and where is not a concern.
You have the advantage of customers finding this product to be more intimate, causing them to utilize it more.
Last year, Ellure introduced its own lipstick range, allowing customers to select one of 10,000 shades and virtually try them on. The process begins with an online customer either uploading a selfie or choosing a photo model with a similar skin tone.
The option they have picked is sent to a 3D printer, operated by a program that formulates the hue from six primary colors, and alters the viscosity, as various shades must be thicker than others.
The end result can usually be ready within three to five minutes and come in a container that can be recycled made out of glass.
Ms Li asserts that though some customers are inclined to acquire prepared products, there are many more realizing that the cosmetic industry can reduce a considerable amount of waste.
Despite its current niche status, Ellure's 3D make-up printing trend is part of a growing trend in the beauty industry towards more personalised products, this movement being accelerated by the pandemic due to customers being unable to visit brick-and-mortar retailers to sample various products.
Many companies have come out with technological testing applications and sites that allow people to upload a selfie to figure out if a lipstick tone or eyeshadow shade works for them or to acquire advice regarding skin or hair products based on the results of an Artificial Intelligence evaluation of the photo.
Companies have historically highlighted the new and improved shopping experience offered by their tools, but now there is increased emphasis on articulating the potential sustainability benefits to customers, particularly in the Nordic region.
Irina Mazur, from Revieve, an organization providing beauty technology in Helsinki, stated that the difficulty of waste in the beauty field has escalated significantly in the past and is now sizeable. She highlighted the need to accept this troubling reality.
By experimenting and making mistakes, a lot of resources are used up. However, when we tailor products to specific individuals, customers are more likely to find what they are looking for.
Since its launch in 2016, Revieve has been creating online personalisation tools used by well-known beauty and cosmetics brands, such as Shiseido, Babor, Boots No.7, and Kicks - the largest beauty chain in the Nordics.
Research conducted by the company confirms what Ellure has observed - customers who use its tools are more likely to purchase the same items again, rather than switch to something different; an indication that they're finishing the products before they repurchase them.
Ms Mazur states that this aids beauty brands to become more successful by fostering enduring commitment, and the customer data can be utilized to refine production scheming too.
Having the information aids the brand in deciding what items to stock and not overstock, and which products to acquire in different areas.
Jessika Luth Richter, an associate senior lecturer at Lund University in Sweden in the fields of sustainable consumption, waste, and the circular economy, concurs that there is "definitely potential" for a trend of people taking the time to thoughtfully choose the products they buy.
Ms Richter maintains that utilizing individualization tools to spur customers to shop more sustainably poses a few difficulties.
"She maintains that it depends on if they view the time expended hunting for the appropriate items as pleasurable and worth it. Additionally, some folks may choose to be aided by a real person."
The cost of Ellure's customised lipsticks is roughly £21 (295kr, $27), which isn't comparatively cheap, compared to Revieve's association with luxury brands and mid-range high street retailers.
Ms Richter states that although consumers may say they will purchase products based on environmental factors or higher quality, they frequently end up buying based on cost. This can be a trouble spot when attempting to promote sustainable consumption.
Businesses are increasingly utilizing technology to boost efficiency and productivity. As technology continues to advance, it is becoming more and more essential for companies to incorporate it into their operations. This can help them with streamlining processes, minimizing costs, and increasing output.
Founder Camilla Purkis-White of Glitch Glam, a UK-based consultancy devoted to bridging beauty brands and emerging technologies, is uncertain about how much online personalisation features and on demand items can help cultivate more environmentally friendly purchasing practices.
Ms Purkis-White opines that there is clearly an advantage to employing online tools for choosing products that are used on a daily basis, such as moisturisers or foundations.
Nevertheless, she maintains that the beauty industry still acquires a considerable part of its revenues from seasonal shades and other fashion statements, and proposes this is likely to surge as firms stretch out the application of Artificial Intelligence instruments to other parts of their corporations.
"She mentions how the combination of social media with AI and digital content allows us to keep up with trends quickly. She further stresses that content creation does not even require a photo shoot anymore, indicating that trend purchases will continue to grow in the forthcoming future."
Comments