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The world’s largest beauty company, Paris-based L’Oreal, announced the release of Botanea: its first line of 100 percent plant-based hair dye. The hair colouring will be used in salons across Europe from May 2018. Botanea was created in response to consumer demand for naturally-formulated hair products and follows L’Oreal announcing its goal to commit entirely sustainable product development by 2020 and the brand’s #1 ranking in Newsweek’s Green Score.

As you’ve undoubtedly noticed, the vegan trend is growing rapidly. Demand for plant-based, all-natural options are becoming so strong that global powerhouses are rushing to roll out vegan alternatives to traditional products. Even McDonald’s (!!) launched its first vegan burger earlier this year.

But, as every good trend watcher knows, customer expectations don’t respect industry boundaries. The demand for GUILT-FREE CONSUMPTION (a trend we first wrote about in 2013!) is – and will remain – an area rich in innovation opportunities. No matter which category you are in. The only question is: will you create a truly guilt-free product, or will a competitor?

 
 
 
 
 
 
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