Defining a cosmetic product as 'green' or 'environmentally friendly' may not be enough to make it sustainable in reality.
Slogans and definitions must be supported by evidence and documentation that attests to the brands' real commitment to environmental respect.
To clarify and combat the recurring phenomenon of greenwashing at a global level, the most recent strategies and rules implemented by Cosmetica Italia, the national association of cosmetics companies, presented on 22 March on the occasion of the conference 'green cosmetics: designing and communicating sustainability' coordinated by the technical regulatory area of the association and carried out on the occasion of Cosmoprof Worldwide taking place at the Bologna fair.
"Sustainability is an imperative and strategic theme for the cosmetics sector - explained Benedetto Lavino, president of Cosmetica Italia. - The turnover of cosmetics with natural and sustainable connotations is clearly growing and is now equal to 25% of the market, exceeding the 3.1 billion euros in the last year. Sustainability applies to 58% of the segment and its weight grew by 8% in 2023. Consumers demand to be updated and informed and it is essential that companies communicate their values and characteristics of their products which include real and verifiable sustainability principles. European, therefore Italian, products are among the most regulated in the world on this front".
Vincenzo Guggino, general secretary of IAP (Institute of Advertising Self-Discipline), specified: "While awaiting the most stringent specific European directive on 'green claims', still being defined, already the EU regulation of 2024/825 and article 12 of the IAP self-regulation code clearly define that any environmental slogan must be supported by well-founded and relevant scientific evidence. Generic definitions such as 'friend for the environment' cannot be used if it is not demonstrated and related claims and logos must be approved by recognized bodies ".
"Consumers should not just look at whether a product is green or organic. The sustainability process is a global strategy that can be better understood and which extends to the entire supply chain, from the origin of raw materials to the production processes, to choice of packaging to budgets and respect for workers", underlined Gian Andrea Positano, head of the study center of Cosmetica Italia.
The initiatives undertaken by the European sector of the cosmetics industries belonging to the Cosmetic Europe group and which include the principles of the 'Commit for our planet', a project aimed at evaluating the environmental footprint on the climate, packaging and resource consumption, were also presented at the conference. natural products from the beauty sector and the 'Eco beauty score consortium' group,
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https://www.cosmeticaitalia.it/home/
Cosmetica Italia is the point of reference for the cosmetics sector in the processing and dissemination of technical-regulatory information and market research.
It is now made up of around 500 companies, representing 95% of the Italian cosmetics market