‘Clean and green’ beauty movement propelling demand for P.A.N. beauty

Stacey Fraser, concept development and innovator of Nature’s Blueprint Consultancy Services, told CosmeticsDesign-Asia ​that P.A.N. beauty is defined by the of nature the Pacific Islands as well as its ‘early adopter attitude’​.

“They are not afraid to fuse heritage with the modernism of the beauty industry. They are very much outdoor living people, so to be amongst nature and enjoying nature makes it easy to bring this into the personal care industry and be guardians and champions of our environment,”​ said Fraser.

This includes beauty brands such as Ethique from New Zealand, Frank Body and Go-to Skincare from Australia.

According to Fraser, the rising “clean and green” beauty trend was driving the demand for P.A.N. beauty in APAC.

“APAC has very discerning consumers. They want to know where product ingredients come from, with stories, pictures and places, and they only want the best quality ingredients and products.”​

‘Clean’ driving demand for P.A.N.​

Fraser added that the natural and clean beauty movements were providing key opportunities for growth.

Especially because the consumers tend to associate brands from the region with clean or green beauty.

“It’s not new to us and we do it well, so we are now being asked to share our experience and knowledge with the rest of the world. The amazing beauty innovation and ideas that come out of APAC that can then be turned around and re-purposed with a P.A.N beauty spin, offer all the goodness consumers are demanding.”​

Fraser expects to see the popularity of P.A.N. beauty brands continue to grow in APAC and across the world.

Already, we are seeing brands like Ethique gaining popularity in Japan and the UK for its zero-waste product range.

“We are seeing good growth in all Asian markets particularly China, Japan, Hong Kong and Indonesia. The Middle East and Eastern European countries are other markets that are starting to open up. . The US is riding the ‘indie Beauty wave’ so P.A.N Beauty fits perfectly into this,” ​she said.

Fraser believes that the potential for P.A.N. beauty is “phenomenal”​ and that Australia and New Zealand were leading the movement.

“The manufacturing facilities here are expanding and rebuilding with a majority of them specialising in natural products. Christchurch University for example, has recently launched a Bachelor in Design, majoring in Chemical, Natural & Healthcare product formulation,”​ she elaborated.

Interestingly, Fraser has observed some Pacific Islands beginning to create their own independent beauty industry outside of tourism.

She revealed that she was currently working with a “tiny” island in the South Pacific called the Kingdom of Tonga to create a heritage skincare brand that fuses modern skincare with local botanicals with rich history to creating a new industry for the island.

“I definitely see amazing growth to come as P.A.N Beauty brings something special from down under to the world,”​ she said.

Stacey Fraser, ​Concept Development and Innovator, Nature’s Blueprint Consultancy Services, will lead a session at ​in-cosmetics Asia 2019 on ‘P.A.N Beauty – Pacific Islands, Australia & New Zealand’ on Wednesday 6  ​November at 16:00 in the​ Marketing Trends Theatre. The session will give an overview of what’s happening “down under” in the personal care industry including foraging Indigenous ingredients, how to process these ingredients into local beauty products. It will also offer insights into what consumers want and what their expectations are for the future when it comes to social conscious and sustainability. For more information on the in-cosmetics Asia 2019 education programme, visit: ​https://asia.in-cosmetics.com/en/education/cosmetics-marketing-trends/​