COSMETICS INDUSTRY IMC STRATEGY

문서 내 토픽

1. Eco-friendly Trends in Shampoo Industry

시장 규모는 15억 달러이며, 플라스틱 화장품 포장재의 재활용률은 9%에 불과하다. 화장품 산업에서 플라스틱 사용으로 인한 환경 문제가 대두되고 있다. 소비자들은 자신의 신념을 소비 활동을 통해 표현하고자 하며, 친환경 제품 구매와 제로 웨이스트를 지향하고 있다.
2. Solid Shampoo and Refill Station

고체 샴푸는 플라스틱 포장이 없어 친환경적이지만, 향 손실, 배포 방식의 차이로 인한 고객의 혼란과 위생에 대한 의심, 오프라인 매장만 운영되어 접근성이 낮다는 단점이 있다. 리필 스테이션은 다양한 생활용품과 헤어/바디 케어 화장품을 리필할 수 있는 공간이다.
3. Biodegradable Plastic and Upcycling

생분해성 플라스틱에는 씨앗이 내장되어 있어 환경에 도움이 되지만, 특수 기술이 필요하고 비용이 높아 확장이 어렵다. 업사이클링 사례로 아모레퍼시픽의 '1652 Summer Lights'가 있다.
4. LG H&H's Environmental Strategies

LG H&H는 녹색 제품 평가 위원회, 친환경 생산, 친환경 포장, 리필 스테이션, 사회 공헌 활동 등 다양한 환경 전략을 추진하고 있다. 이를 통해 플라스틱 사용 감소, 자원 순환 촉진, 에너지 효율 개선 등의 성과를 거두고 있다.
5. New Brand: MyGG

LG H&H는 친환경성과 개성 표현을 특징으로 하는 새로운 샴푸 브랜드 'MyGG'를 출시한다. 주요 제품은 파우더 샴푸이며, 온라인 판매와 체험형 매장을 통해 판매한다. 가격은 기존 샴푸와 유사하거나 저렴한 수준으로 책정하고, 다양한 프로모션 활동을 펼칠 계획이다.

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1. Eco-friendly Trends in Shampoo Industry

The shampoo industry has been increasingly embracing eco-friendly trends in recent years, driven by growing consumer demand for sustainable and environmentally-conscious products. Manufacturers are focusing on developing formulations that are free from harsh chemicals, such as sulfates and parabens, and are instead opting for natural, plant-based ingredients. This shift towards more natural and organic shampoos not only benefits the environment but also provides consumers with gentler and healthier hair care options. Additionally, companies are exploring ways to reduce packaging waste, such as offering refillable containers and using biodegradable or recycled materials. These eco-friendly initiatives are crucial in addressing the environmental impact of the shampoo industry and meeting the evolving needs and preferences of conscious consumers.
2. Solid Shampoo and Refill Station

The emergence of solid shampoo bars and refill stations is a promising development in the shampoo industry's efforts to become more eco-friendly. Solid shampoos, which are typically made with concentrated, solid formulations, offer several advantages over traditional liquid shampoos. They often contain fewer synthetic ingredients, require less packaging, and are more compact and travel-friendly. The introduction of refill stations, where consumers can bring their own containers to refill their shampoo, further reduces waste and encourages a more sustainable consumption model. This shift towards solid shampoos and refill stations aligns with the growing consumer demand for products that minimize environmental impact, while still providing effective hair care. As these eco-friendly alternatives become more widely available and accessible, they have the potential to significantly reduce the plastic waste and resource consumption associated with the shampoo industry.
3. Biodegradable Plastic and Upcycling

The use of biodegradable plastics and upcycling initiatives in the shampoo industry are important steps towards a more sustainable future. Biodegradable plastics, which are designed to break down naturally over time, can help reduce the environmental burden of plastic waste. By replacing traditional non-biodegradable plastics with these eco-friendly alternatives, shampoo manufacturers can contribute to a circular economy and minimize the long-term impact of their packaging. Additionally, upcycling efforts, where discarded or used materials are repurposed into new products, can further enhance the sustainability of the industry. For example, some companies are exploring ways to transform used shampoo bottles into new household items or construction materials. These innovative approaches not only reduce waste but also promote a more circular and resource-efficient system. As consumers become increasingly conscious of their environmental impact, the shampoo industry's embrace of biodegradable plastics and upcycling will likely be a key factor in meeting their evolving expectations.
4. LG H&H's Environmental Strategies

LG H&H's environmental strategies demonstrate a commendable commitment to sustainability within the shampoo industry. The company's focus on developing eco-friendly formulations, reducing packaging waste, and implementing circular economy principles is a positive step towards mitigating the industry's environmental impact. By formulating shampoos with natural, plant-based ingredients and minimizing the use of harsh chemicals, LG H&H is providing consumers with more sustainable hair care options. Additionally, their efforts to reduce packaging waste, such as offering refillable containers and using recycled materials, align with the growing demand for more environmentally-conscious products. Furthermore, LG H&H's exploration of upcycling and circular economy initiatives showcases a holistic approach to sustainability, where waste is viewed as a valuable resource rather than a liability. As a leading player in the shampoo industry, LG H&H's environmental strategies can serve as a model for other companies to emulate, driving the industry towards a more sustainable future.
5. New Brand: MyGG

The introduction of the new brand, MyGG, presents an exciting opportunity for the shampoo industry to further embrace eco-friendly trends and cater to the growing demand for sustainable hair care products. As a brand that is focused on developing formulations with natural, plant-based ingredients and minimizing environmental impact, MyGG aligns with the evolving consumer preferences for more conscious and responsible consumption. The brand's commitment to using biodegradable packaging and exploring refill solutions can help reduce waste and promote a more circular economy within the shampoo industry. Additionally, the emphasis on transparency and traceability in MyGG's product development and sourcing processes can build consumer trust and further differentiate the brand in the increasingly competitive shampoo market. By offering high-quality, eco-friendly shampoo options, MyGG has the potential to drive positive change and inspire other industry players to follow suit, ultimately contributing to a more sustainable future for the shampoo industry.