Spain: Blockchain and ‘digital transformation’ for transparency
Dr Blanca Martinez, R&D manager at Provital, said consumer expectations around sustainable beauty were fast-evolving.
“Sustainability concerns at the consumer level are moving from ‘doing no harm’ to actually ‘having a positive impact on the environment’,” Martinez said.
And whilst ingredient sourcing, product lifecycle assessment and sustainable packaging development was often complex, she said it was important industry worked hard to “avoid greenwashing”.
“Consumers are expecting an honest and transparent communication around these issues, and tools like blockchain are starting to be applied.
“…The requirement to have claims with a solid substantiation is expanding globally, and here, brands need to also consider how these are reproduced in digital and social media,” she said.
Carmina Casas, senior account manager at DSM Nutritional Products, agreed, stating the ongoing COVID-19 crisis had meant Spanish beauty businesses and consumers were “quickly adapting to online”.
“Today, organisations have had to embrace digital transformation, faster technologies and future business models,” Casas said.