While debates around the composition of products are becoming increasingly fiery as they cause environmental degradation, L’Oréal is trying to make its way in the green beauty sector. By launching platforms that reference numerous items with all the details concerning their composition, L’Oréal is increasing its transparency policy and wants to meet this new need of many customers. In
fact, according to a survey conducted last year (IFOP, June 2020), 29% of the women surveyed said that animal and environmental concerns were a determining factor in their choice to put on less makeup.

Moreover, we are witnessing a change in fashion: women are wearing makeup less often and there is a return of a trend towards naturalness, which is changing the approach of cosmetic companies. It is the Covid-19 crisis that has also reversed practices. In 2017, 42% of respondents answered that they used makeup every day. After the successive lockdowns and after experiencing zoom work sessions, they are only 21%. This is the advent of Slow Make-up, where make-up habits are evolving. However, this trend remains minimal among women who, for 86% of them, say they feel more beautiful when they wear make-up. The health crisis has confirmed a return towards naturalness, even if make-up desires remain strong, no doubt this shapes the trail of a new trend for L’Oréal.