Issue link: https://www.ascpskindeepdigital.com/i/1503366
Exclusive member benefit: Get the ASCP SkinPro app at ascpskincare.com/skinpro 81 keeping her business alive in 2020. "One of the ways I survived the pandemic was doing facial boxes to go," Rodas says. "I would drop them off or ship them to my clients to stay in business and relied on local companies that made handmade products that I could source from and get their business to thrive as well." The pandemic showed us that localism is more than a fluffy, feel-good thing to do—it's the road map to improving our quality of life and ultimately building community wealth across the country. 4 Although localism is growing, it's not a new concept—especially in the food industry, as people have begun to embrace food products that boast "local" claims or credentials. You've probably noticed it the most in the proliferation of farmers' markets in recent years. 5 When you see a product with a local label, you may perceive it as higher quality, more sustainable, and more authentic than those that are mass-produced. These factors are becoming increasingly important to consumers. 6 WAYS TO INCORPORATE LOCALISM INTO YOUR BUSINESS There's no denying that sustainability has become a buzzword in the beauty industry (See "What Sustainable Beauty Means for You and Your Business," ASCP Skin Deep Autumn 2022, page 58), and localism is becoming an aspect of it. "In beauty, we see brands incorporate sustainability through ingredient sourcing and reusable packaging, but we also see brands incorporating it into their business practices," says Larissa Jensen, vice president and industry advisor at the NPD Group, a market research company. 7 Jensen says businesses that bring consumer attention to industry issues like sustainability are experiencing double-digit growth. "Incorporating transparency, social awareness, and ecological initiatives into your brand's DNA will drive future growth," Jensen says. Changes toward localism and sustainability don't happen overnight—it takes time to implement strategies that incorporate these new principles.