KEY TRENDS BRANDLESSNESS Brandlessness is increasing in popularity, premium products are being sold for lower prices to strip out ‘brand tax’. Refining focus on high-quality product and affordability, the trend also aims to add more transparency into ethics and manufacturing processes. Brandlessness also focuses on simple but beautiful packaging, an example of this is the packaging used by The Ordinary.
PLASTIC & SUSTAINABILITY The past couple of years has seen a complete attitude change towards plastics, especially one-use products such as carrier bags, water bottles and packaging. Brands such as BullDog and Bybi are leading the way by using natural sugar-cane to produce polyethylene, which is then made into a green plastic alternative. The sugar-cane plastic has the same benefits of regular plastic regarding purpose but is 100% recyclable and biodegradable. TT&WH need to make themselves stand out in a saturated skin care market, and using 100% sustainable packaging could be an excellent way to start.
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Fashion Business Solutions Group Report 2019
Written by: Chloe Proof read/ edited by: All Designed by: Chloe
