A large part of the world is gradually going back to “normal” life, which often means enjoying basic freedoms such as freedom of movement. States and administrations have taken over large chunks of our lives, which may have been necessary during the exceptional circumstances of the health crisis but should stop as soon as the virus' mortality rate has reduced to that of seasonal flu.

Economic players are also putting pressure on governments to lift all barriers in order to go back to “normal”, while many journalists, intellectuals and social media posts are pushing for a form of “revolution”, a “new way”, without being clear on what it should be, how it would be achieved and who should be in charge.

There is a feeling that a different world will emerge from a crisis of this magnitude, as history has proven. But how different? And who decides what it will be like? Academics? Politicians? CEOs?

The answer is simple: you.

The way all of us buy goods and services directly or indirectly shapes our world, its environment, economy, and geopolitics. Let’s stop blaming politicians, big corporations, and billionaires, and complaining on social media – it makes no difference. Let’s act now. But how? 

We need to remember that, the minute we:

• buy anything in a plastic container,

• buy only the cheapest products available at the expense of others in another time or place,

• fly instead of using videoconferencing,

• overuse our heating at home, or

• choose processed food (packaged in plastic, which quickly fills our bins), 

we hurt the planet and support a big corporation that harms the environment (oil extraction, petrochemicals, transport, distribution, pesticide, etc.), which will always try to minimise short-term costs at the expense of long-term consequences for the planet.

But the minute we start trusting our instincts and common sense (vs what adverts want us to believe or our addiction to bargain-hunting), real change happens: as human beings, we intrinsically know what is good for us and for the planet.

We make some consumption choices as individuals; for others, we are dependent on collective choices or policies (e.g. transport infrastructure). Realistically, our planet can be saved if:

• progress and technology keep decarbonising transport and energy production.

• we use our vote to keep pressure on governments to adopt eco-friendly public policies.

• the population of developed countries moves to existing, available sustainable consumption. Eco-friendly alternatives exist for most things already, just a few have not yet been invented or rolled out (like more sustainable protein sources or non-polluting sun cream).

• developing countries find ways to discover or rediscover organic agriculture, traditional but modernised know-how, eco-tourism, and leapfrogging green technology rather than enslaving their workforces and exhausting their resources by dumping wages and dropping social and environmental regulations.

The good news is that a sustainable “new normal” would also be much nicer: broader access to true quality, transparency (i.e. learning to read labels and small print), rediscovery of nature’s benefits (especially in agriculture, tourism, food and cosmetics), local and if possible handmade manufacturing, focus on shorter supply chains for ingredients and packaging, lower pollution, etc.

Enjoyable consumption that does good, with more authentic and diverse products, creating noble artisanal jobs, and lowering future pandemic risks, what more could you ask for?

This more virtuous form of consumption is not a fantasy just for the rich. Quality, organic, handcrafted, eco-responsible products and services tend to be more expensive, but at the moment they represent a tiny share of their markets: increased demand will push prices down. For instance, buying fruit, vegetables, and soaps at summer markets in the south of France is only marginally more expensive than in supermarkets – thanks to shorter distribution chains – and is an enjoyable experience that makes us feel good about our money going directly to the producer. Direct-to-consumer business models can bring everyone the same benefits. 

Let’s champion the idea that consumers have the power to change the world when they use their caring instincts.

Cosmydor is perfect for this “new normal”, although we obviously didn't know it would happen:

• sustainable handmade production with no wasted energy or water, no synthetic molecules (especially petrochemicals), 100% biodegradable products, 98% plastic-free packaging, which is 99.5% sourced in Europe.

• complete transparency on ingredients (which are sourced as locally as possible).

• pleasant textures and scents using no texture agents or fragrances (all derived from plant ingredients). 

• absolute efficiency with 10 to 20 times more concentrated active ingredients than found in industrial skincare products.

Cosmydor’s objective was always to be one of the most sustainable beauty brands on the market – while still humbly acknowledging that sustainability is a journey – and offer the most efficient and pleasant products possible.

This health crisis has further increased our determination to do more and to keep finding innovative solutions to offer more beauty benefits with lower costs for the planet.

Long live the “new normal”!

Xavier Quattrocchi-Oubradous