Today’s beauty consumers are looking for brands and products in line with their values: sustainability and innovation. This is what emerges from the Beauty Report of Klarna – an operator of banking, payment and shopping services -, according to which over half of Italians pay attention to specific certifications and labels on packaging such as vegan approved or cruelty free; while augmented reality and smart mirrors are among the most sought-after innovative services.
Italians are looking for products that reflect their aspirations for a healthy lifestyle, as well as their environmental and ethical concerns. Transparency from brands in the beauty industry comes first, with 80% of consumers saying brands should be clearer about their sustainability credentials. More than 7 out of 10 consumers read product packaging more carefully when purchasing beauty items. At the same time they are also leading the trend towards organic and natural products. Among 74% of those who use organic products, half do so to reduce the environmental impact.
«Today’s consumers are proving to be increasingly aware and demanding. Even in the beauty sector, Italians confirm their attention to organic products and cutting-edge services: it is therefore important for brands to be able to enhance the sustainability of their offer and develop innovative technologies for the customer experience – comments Francesco Passone, head of Southern Europe by Klarna -. Together with the quality of the products, the drivers of consumer choices today also involve the environment and the possibility of accessing an increasingly personalized offer. By closely monitoring the evolution of consumption habits, we really want to support brands in their growth path, providing them with the best tools to address their audience and build loyalty “.
Again, personalization is the watchword. In Italy, two out of five beauty shoppers are interested in receiving personalized skin care advice. Not only that: 36% look favorably on tailor-made products. Beauty passes through innovation. Among the innovative services that would be welcomed by the interviewees, augmented reality apps (23%) and smart mirrors (17%) to test the effect of make-up stand out. Social media and word of mouth are among the main sources of inspiration. 38% are encouraged by social media (including TikTok, Instagram and YouTube) to try new beauty trends, especially among the younger generations (Gen Z 66% and Millennials 46%). The role of word of mouth is still strategic: 36% are inclined to try new trends thanks to the advice of friends and acquaintances.