The still life is our point of view, every creation starts from here to stimulate the target audience. In cosmetics marketing, we believe that the image should reflect authentic values. At Studio Concept, we aim for a more attentive and consistent cosmetics. Clarity is Clean.
Indice
Clean beauty: definition and core values
Gray beauty, the risk is to throw the brand into the middle ground of definitions. Green tools may appear manifold, but are they all equally valid? The answer lies in the true clean approach, the environment demands it, but above all the customers demand it.
The concept of clean beauty goes beyond the barrier of fine words, the absence of parabens and other synthetic compounds are now among the claims to which the target audience has become most accustomed. Clean beauty is not about pushing the nature of formulations, clarity is the concept behind it.
The clean perspective aims at the concreteness of the safe and sustainable product. After all, the approach is one aimed at the most customer-friendly simplicity. The formulations must guarantee respect for health but also the reduced impact of the brand on ecosystems. Is this enough? The right product needs the right communication.
ISO 16128: Regulatory requirements and European regulations
The updated standard aims precisely to bring clarity, effectively overcoming the grey reflex in the green of cosmetics. Here, the International Organisation for Standardisation has aimed to provide a yardstick for international comparisons, as required by an increasingly global cosmetics market.
ISO 16128-1 distinguishes between organic and organically derived ingredients, but also between natural and naturally derived ingredients. The game of clarity is in fact played out between the nuances of meaning. In the second part, the same ISO opens up to methods for calculating indices. The tool is indeed important but does not directly affect the design of formulations.
SCCS and ECHA but also the 2050 push of the Green Deal are the benchmarks in cosmetic safety in Europe. While regulations look at the safety of principles in formulations, there is also the commitment of the European cosmetics industry.
Differences between organic, natural products and clean beauty?
Organic may be an exasperation in the quest for naturalness or a fantastic marketing operation; communication in cosmetics is capable of powerful strategies. The difference may therefore not only be in the choice of ingredients, there may be more behind the green.
Much has been played on the confusion between natural and organic. The former is an ingredient that can be derived from animals, minerals but also from microorganisms and plants but without any mention of the method of cultivation and extraction. By contrast, the simple harvesting of the spontaneous product and zero-impact cultivation characterise the organic ingredient.
The intention is to shed light on communication that has not always been so clean, hence the need for a clean approach in the product declaration. We need a standard to refer to, not changing the ingredients but revolutionising the way we communicate them.
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Transparent communication and anti-greenwashing strategies
Can ISO or EU standards suffice? The answer lies in the awareness that the brand is called upon to convey; informing the target audience is the first step towards increasingly ethical and transparent cosmetics. Communication is the most effective tool from a clean perspective.
The contribution of AI but also digitisation in a PLM perspective are powerful expedients if they are associated with the right certifications. The product becomes traceable at every stage of the production chain, the concept of transparency goes beyond the mere barrier of the label. Even the INCI has its weight, fostering its culture helps stimulate conscious purchasing.
Culture and technology but also a revolution in regulations are at the heart of a cosmetics industry that aims to detach itself from the burden of greenwashing, the days of claims are a memory even if there is still much to be done. Conscious projects are needed, herein lies the importance of communication with added value.
Building a coherent cosmetic brand: image, packaging and storytelling
A good project starts in the laboratory but, as we know, cosmetics is the graveyard of perfect formulations. Competition is as high as the speed the industry demands. Experience is needed, the right image can make the real difference.
Consistency is the key word, the study of the brand makes it possible to develop a project that lives up to its concept. Clean beauty is about raising the level of clarity of communication, succeeding with style makes the message even more appealing. The role of cosmetics is to seduce, starting with the look but aiming at beauty in every sense.
The message passes through the ability to tell one’s story, entrusting the product to an integrated project. A lifestyle of excellence is the starting point, packaging and image reinforce the reality of the cosmetic. The target group demands real information, clean is also about showing loyalty.
Clean beauty is not just a trend, but a concrete commitment to more conscious, transparent and respectful cosmetics. In an ever-changing industry, clarity is the real innovation: from the laboratory to the packaging, every step must reflect the declared values. Regulations help, but it is communication that really makes the difference.
At Studio Concept, we believe that the marketing of cosmetic products has to be ethical and credible. That is why we build visual strategies that tell the truth of the product, with storytelling that does not promise, but demonstrates. True beauty today is that which shows itself for what it is: authentic, clean, coherent. Clean, indeed.
