My degree project concerns researching current status of sustainable development in the luxury make-up sector and developing a proposed sustainable business plan for NARS. There is currently a gap in the market for sustainable luxury make-up products in the industry. With the increased environmental awareness of Gen Z and millennials and their quest for healthier skin-friendly ingredients, there is significant market demand. Primary research has identified NARS as a high-impact and high-potential luxury cosmetics brand in the international market, but it currently has some unsustainable market performance. The NARS ‘Beauty In Future’ campaign (a new sustainable make-up product line) will be developed and marketed in the UK market. The business plan includes using refillable product packaging and adopting environmentally friendly and skin-friendly ingredients. They will meet consumer needs and establish a positive and responsible brand image for NARS. It will also promote the circular economy and green consumption in the luxury make-up industry.
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