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Harper’s Bazaar looked ahead at 2022 with a trends predictions piece from digital beauty director Bridget March. ‘8 beauty trends that will explode in 2022’ looks at the key trends to watch in 2022, from how we’ll express ourselves through products, to the progress being made in sustainability and inclusion across the industry.
Bridget March saw the war on greenwashing in the beauty industry intensifying, and called out Provenance’s fact-checking transparency tech as a key tool for brands looking to prove their green credentials.
“With demand for clarity over beauty brands’ values – and transparency tech companies like Provenance helping prove eco-claims – consumers are calling time on misleading marketing. Expect more action like The British Beauty Council’s recent Planet Positive Beauty Guide helping consumers avoid ‘greenwashed’ products.”
To read the original article on Harper's Bazaar, featuring all 8 key trends for 2022, click here.
Or, to see how Provenance's transparency tech works in practice for beauty brands, check out our case study for Tropic Skincare.
Provenance is setting a new global standard for consumer sustainability, by validating and amplifying sustainability credentials throughout the customer journey. Provenance’s platform enables businesses to be transparent about their impact, so that they can reduce the risk of greenwashing, realise their sustainability ambitions and future-proof their market share. 200+ leading CPG businesses are using Provenance to communicate their sustainability credentials, including Cult Beauty, The Ordinary, The Nue Co, Shiseido, BELU, Arla and Napolina.
Provenance powers sustainability claims you can trust. The global leader in sustainability marketing technology, Provenance helps brands and retailers share credible, compelling and fact-checked social and environmental impact information at the point of sale. Provenance’s technology is already increasing conversion rates, brand value and market share for customers including Cult Beauty, Douglas, GANNI, Napolina, Arla and Unilever
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