By 2050, water demand is expected to grow by 55%, and all non-sustenance water usage will be scrutinized. Water is also the first ingredient listed in many personal care products, so how should brands approach formulation with water conservation in mind? The answer lies in nature.
Climate change, rising temperatures, and the demands of a growing population all impact the global water supply. Drought has been a scary reality for residents of southern California and Cape Town, South Africa for the past few years, and while water scarcity seems like a distant problem for most developed countries, reality shows that it’s an issue that must be dealt with today and not tomorrow.
Water is a necessary ingredient in most skincare formulations, but brands should rethink the way they approach their product ideation to find alternatives that align with the demands of shoppers looking for sustainable options for personal care.
Bar soap is an obvious solution, as soap base makes up the majority of this solid cleanser format. Mintel also points to another answer: harness plant water.
Plant waters are here to stay, boasting nutritional and thirst-quenching claims that plain old H2O can’t compete with.
Coconut water, rose water, aloe water, maple water – this list of available plant waters is long and filled with nutrient-rich, easily identifiable flora options. The shelves of Whole Foods have been flooded with plant water stories for several years, and this trend has spilled over into the beauty aisle.
Brands can easily replace water in their INCIs with these vitamin-packed alternatives, telling a story that resonates with their identity and customer base.
Mintel: The Future of Soap, Bath, and Shower 2017