Sustainability Sponsored by
Editor’s Note: This article originally was published in the March 2008 issue of Global Cosmetic Industry (GCI) magazine and is being reprinted with permission. All rights reserved.
With all the hype about natural makeup and organic skin care and all of the alarms sounding daily about cosmetic ingredients now found to harm instead of help, why aren’t all women jumping on the natural/organic bandwagon? Simply put: They’re not ready yet—but just wait.
Just who are these brash women, still loyal to their science-based cosmetics brands, still daring to slather parabens and artificial fragrances on their faces and refusing to take heed of the headlines or their inner holistic beauty goddesses?
They’re about half the U.S. population of regular female beauty buyers, those who have bought beauty products in the past 12 months—or, to be more precise, 51% of beauty-buying women, according to The Benchmarking Company’s The Age of Naturals Pink Report (January 2008). The differences between how women who’ve so far shunned the natural/organic beauty-buying trend and those who embrace it are intriguing both demographically and psychologically.
Traditional beauty buyers are also slightly less educated than those who claim to buy natural/organic beauty products, with 33% of traditional buyers holding at least an associate’s degree, compared to 44% of the natural buyers. Only 56% of traditional beauty buyers say they exercise regularly, compared with 78% of natural beauty buyers. Consequently, traditional beauty buyers tend to wear larger dress sizes than natural beauty buyers, with 41% of traditional buyers wearing a size 16+ dress, compared to 28% of natural beauty buyers.