THE ART OF LESS BUYING AND MORE USING: USING WITH PROJECT PAN

By Brendalis Puig

In a time where beauty releases move faster than light, it was about time for a challenge focusing on reducing mass consumption. Project Pan has developed a rebellion against the new culture driven by the endless cycle of consumption, inviting beauty lovers to take a more mindful approach when purchasing new products. Ready to break free from the endless cycle of excess?

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Project Pan, inspired by the concept of “hitting pan,” is a trend in the beauty community that encourages people to use their existing beauty products before buying new ones, only moving on to a new one once their current product hits the pan or bottom.

While for many, Project Pan showcases how normal people consume products, as it may seem obvious to use the products they already have, others run to stores in their insatiable search for the next shiny product. Project Pan has made a great effort to reduce waste and unnecessary spending.

There is no denying that the beauty industry has transformed into a fast-paced, product-driven market with constant new weekly releases. Brands use influencers to promote their products, fueling consumerism and turning social media platforms into war zones. With creators earning commissions on the products they promote, it’s tricky to know which ones legitimately promote products worth checking out.

Nowadays, going inside any social media platform is impossible without being exposed to and bombarded with advertisements.

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Most content creators whose content focuses on beauty show their drawers and closets stacked with products they either promote, receive as PR packages from big brands, or buy only for content. The psychological trigger of the fear of missing out leads many people to make multiple weekly purchases for products they don’t need and might only use once.

Overconsumption in the beauty industry is not only attributed to buying products, but also to generating cosmetic waste. People purchase products and leave them in drawers unused for a long time, sometimes unopened to the point they expire.

The problem lies in how few people consider the environmental consequences of excessive beauty consumption, from plastic waste, packaging, and product disposal. Forbes reported in June 2024 that the beauty industry is responsible for an estimated 120 billion units of cosmetics packaging annually, with most of it finding its way to landfills. Packaging alone is responsible for an alarming 70% of the beauty industry's waste. Despite there being solutions through biodegradable materials and plastic-free packaging, few brands commit to these alternatives.

By rejecting overconsumption, Project Pan is often associated with other sustainability movements, such as minimalism and zero-waste lifestyles. Ultimately, it can help individuals save money and become more intentional about their spending habits.

Project Pan-related videos consist of content creators going through their “empties” of the week or of the month and whether they would repurchase them. Others even show tips on alternative usage for products that didn’t work for them, encouraging people to donate or repurpose what they no longer use. These content creators take the empty bottles as a sign of pride and achievement to motivate others to join the trend and support each other.

A communications and media studies senior, Anise Lowe, shared her thoughts on Project Pan.

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“I think this trend is pretty cool, a good way to save money, help the environment, and be more mindful about product consumption. I feel like I should join this trend as I realized the other day that I should buy stuff when I know I’m going to run out,” said Lowe.

Although Project Pan is a great movement, it’s not necessarily easy for some people. They face challenges, including the temptation of new releases, the difficulty of finishing certain products before they expire, and the “need” to purchase new beauty items to always keep up with the latest trends.

If you’re looking to start Project Pan and be more mindful about consumption, a few tips to start include:

• Go through your collection, see what you already own and categorize them by type and expiration dates.

• Set realistic goals of how many roducts you want to finish before buying new ones.

• Select the products you would like to focus on, such as ones that are already half-used.

• Get creative with your usage. Didn’t like that lipstick? Try it as a cream blush.

• Donate items in good condition to friends, family, or shelters.

• Avoid content that promotes beauty products or excessive hauls that drive unnecessary purchases.

Remember, Project Pan isn’t about finishing products but about redefining the new way of consuming beauty. In a time that constantly influences people to buy more, Project Pan is a reminder that less is more. It’s time to receive joy from your favorite products, find new ways to use them, and become conscious of what truly deserves a spot in your beauty routine.