For one of two italians (like 46%) sustainability is the extremely basic and important aspect for choosing a beauty treatments. This is what emerges from a survey conducted by Treatwell and Uala in April 2021 on over 200 italians, that in the occasion of the Earth Day, wanted to investigate the connection between beauty and sustainability. More than half of Italians (53%) rely on a beauty salon that, for the treatment they book, uses only environmentally friendly products. Confirming the appreciation by users of those salons that choose at sustainability, the most important aspect for consumers is the use of organic products. The price to pay is slightly higher than traditional treatments, with an average of 15% to invest in a green beauty service. Beauty salons that offer a range of green services respond to a growing demand for environmentally friendly treatments: + 48% compared to 2018 and + 25% only in the last year. Looking at the most requested environmentally friendly treatments, 4 of 10 respondents declare that hair coloring is one of the must haves of organic treatments.
The organic color is at the top of the most requested green services. The top 5 of the most requested are completed by the relaxing organic massage, the organic pedicure and manicure and the vegan hair treatment. Although the offer of services that are saving the planet is constantly increasing, among 46% of respondents who consider the green aspect to be important with the eco-friendly choices. In fact, one of three declares that being able to translate the desire for sustainability in the beauty sector into concrete actions is still extremely difficult, unlike what happens, for example, in everyday life, where those who have difficulty leading a sustainable lifestyle is just 18%.