FRAGRANCES
Freestyle eco – fresh concepts for sustainable beauty innovations
Pink has become the new green, and nature and sustainability are now a massive trend, which one everyone’s talking about. However, the ubiquity has a downside – the concept is becoming diluted and clichéd. Fragrance house Düllberg Konzentra has successfully tackled the challenge of recharging nature and sustainability by injecting them fresh ideas and humour.
T
HE RISING ECO-CONSCIOUSNESS of
especially obvious in the start-up scene:
consumers globally – and particularly
a product innovation aiming for longevity
in the last 20 years – has catapulted
simply has to have a compelling sustainable
sustainability to the forefront. ‘Meeting our own needs without compromising the ability of future generations to meet their own needs’, is the most common description of what
and aesthetic approach, otherwise it doesn’t stand a chance.” However, this ‘new normal’ has become a bit dull – particularly in appearance. He adds: “In the beauty industry, the
sustainability means to consumers. This
‘natural’ look that has dominated since the
places great responsibility on enterprises,
1990s is beginning to look dated. Marketing
society and consumers. Many have already
and product communication are faced with
embraced the new mindset quite happily.
the challenge of developing the sustainable
At the same time, sustainability has
products that consumers want, but at the
become much more: it’s a lifestyle and an
same time stand out from the mass. Our
emotion, largely due to its multifaceted
concepts offer a fresh, novel approach to
nature. It can mean eco-friendly, fairly
help clients achieve this goal.”
produced, organic, regional or seasonal – or a combination of all of these. It is also evolving. “Sustainability used to be synonymous with sacrifice, avoidance and a bad conscience,
Düllberg Konzentra demonstrates how
yet it has acquired a new slant. It no longer
to approach the topic of nature and
means deprivation and is more attuned to
sustainability with humour and irony using a
pleasure. Sustainability can be aesthetically
fun, engaging brand for skin care products.
pleasing and huge fun,” explains Christian
Sustainability can be aesthetically pleasing and huge fun 14
QUARTER 3 2021 // P&C AFRICA
INNOVATIVE FRAGRANCE FORMULATIONS
Freaky opens up a new playing field for how
Lüke, head of R&D and marketing at the
we think about sustainability – and shows
Hamburg fragrance house Düllberg Konzentra.
that you can take a serious topic and make it even more impactful by adding some fun.
IMPLICATIONS OF SHIFTING PERCEPTIONS “Naturalness and sustainability have become mainstream,” Lüke comments. “That’s
“For us, ‘go green’ means – ‘go freestyle’,” exclaims Lüke! The underlying idea extends beyond launching appealing new fragrance
