Kravebeauty spotlights climate-conscious “slow skincare” trend in sustainable beauty
25 Apr 2022 --- Navigating the overwhelming speed of beauty innovations, Kravebeauty highlights the parallel rise in a need for decelerating skincare trend with its Slow Down Skincare campaign – going against the demand for fast innovation and encouraging brands to produce less instead.
This month, the company is spearheading a new campaign called Slow Down Skincare, which underscores a climate-conscious dilemma for the beauty industry: “Continue on our current unsustainable path or slow down, make less, and buy less to care for our planet as much as we do our faces.”
The brand’s campaign attempts to make an impact to “reset” the beauty industry to prevent the hypercompetition that harms the planet.
The hare and the tortoise as metaphors
“Taking it steady is the new business trend,” shares the Korean brand in an animated take on the classic tortoise and the hare story, highlighting a slower pace’s success.
In its advertising, Kravebeauty shares a poetic animation that metaphorized the beauty industry as the hare – as “in the business of skincare we are all moving fast.”
“Taking it steady is the new business trend,” shares Kravebeauty.
On the other hand, the tortoise model of the brand’s intentional slow and steady wisdom represents the winning strategy of the race.
The spin on the classic concludes that brands should aim for simultaneously “respecting the planet” and for a “happy skin.”
“And for all of this care, why does my skin look so tired?”
Kravebeauty – which started when its founder caught herself exhausted searching for a miracle cure to her skincare issues – highlights the need to #PressReset, altering the pace of overproduction.
“It’s estimated that 120 billion packaging units are produced by the global cosmetics industry every year,” flags the brand.
“Overproduction and overconsumption have skyrocketed the rates of resource use, carbon emissions and waste production, which equals a hefty environmental footprint from one industry alone.”
Hypercompetitive industry
Kravebeauty shares that 3,000 new beauty brands are launched every year. Within the US skincare segment alone, more than 3,100 skincare products were launched in 2019.
The constant need for newness has investors pushing for increased growth and retailers with overfilled shelves – fueling a hypercompetitive industry where brands need to produce more and faster to remain relevant.
However, hyper-competition is “killing our planet.” 
Hyper-competition is killing our planet.
Therefore, the brand’s campaign hopes to inspire and partner with like-minded brands to impact industry.
A new era for beauty
With the ongoing climate crisis growing more prominent, the beauty industry is undergoing a widespread reform.
A comprehensive literature review by Korean researchers recently explored the impact of changing consumer desires in the beauty space post-pandemic in need for more transparency concerning planetary well-being.
In other moves, YSL Beauté collaborated with NGO Re:wild to initiate Rewild Our Earth, to safeguard key climate-risk areas where its cosmetic ingredients are cultivated.
In the space for alternative packaging, Sidel launched a PET aerosol container design, giving home and personal care brands opportunities for environmentally sustainable dispensing spray packaging.
Edited by Venya Patel
