Cosmetics Retailers to Promote Environmentally Mindful Products

by | 4 minute read

"The evolved beau­ty con­sumers of today are more informed, engaged and con­nect­ed than ever before, reports Nielsen. To them, beau­ty and well­ness are increas­ing­ly inter­change­able con­cepts, result­ing in a focus on holis­tic beau­ty."

"Con­sumers care­ful­ly ana­lyze ingre­di­ent lists, and they choose brands that share their val­ues and com­mu­ni­ty. They’re also look­ing to new tech­nol­o­gy and arti­fi­cial intel­li­gence to per­son­al­ize their beau­ty rou­tines, help­ing them not only look good, but also feel good."

Accord­ing to Audi­enceS­CAN, Cos­met­ics Shop­pers sup­port animal-related (35.1%) and envi­ron­men­tal (14.7%) caus­es, and they're 56% more like­ly than oth­er shop­pers to switch brands to sup­port a char­i­ty or cause that is impor­tant to them. Also, 29.5% will avoid buy­ing from com­pa­nies whose val­ues con­flict with their beliefs. They're not leav­ing those dis­cov­er­ies up to chance either. Last month, 66.9% of these con­sumers used a search engine to research prod­ucts they were con­sid­er­ing.

"From self-care prod­ucts to curat­ed sub­scrip­tion box­es to new ingre­di­ents with research-backed ben­e­fits, there are many ways to cre­ate a com­mu­ni­ty of beau­ty con­sumers that are loy­al to retail­ers and brands. But don’t be over­whelmed: It’s not too late to join the con­ver­sa­tion with your beau­ty con­sumers; they’re lis­ten­ing, and they’re more than hap­py to con­nect direct­ly with you to pro­vide their feed­back. So, how do you empow­er these informed con­sumers, espe­cial­ly when they have so many options nowa­days?"

"Empow­er and Inform

Con­sumers know best, and they expect more from brands and retail­ers than they have in the past. So it’s not enough to sim­ply label your prod­ucts as 'nat­ur­al.' Today’s dis­cern­ing con­sumer already knows the basics of nat­ur­al beau­ty and nat­ur­al; pack­ag­ing claim­ing nat­ur­al does not con­vince her any­more. She wants the specifics. For exam­ple, are the ingre­di­ents humane-certified? And what, exact­ly, are the incred­i­ble ingre­di­ents in the prod­uct? Call them out and label them promi­nent­ly, because con­sumers are look­ing for par­tic­u­lar ingre­di­ents that excite or inter­est them."

"Be Clean and Con­ve­nient

It’s what’s inside that counts, par­tic­u­lar­ly when it comes to beau­ty prod­ucts. Women want to look and feel good, and they expect their prod­ucts to offer beau­ty and well­ness ben­e­fits. In par­tic­u­lar, they’re look­ing for 'clean' prod­ucts that do not con­tain any unde­sir­able ingre­di­ents and have cred­i­ble sus­tain­abil­i­ty claims, such as recy­clable or biodegrad­able pack­ag­ing. And yet, con­ve­nience is still the dri­ving force for con­sumer pur­chas­ing; con­sumers, for now, are will­ing to make com­pro­mis­es with their val­ues for the sake of con­ve­nience. But don’t think of this as choos­ing between one or the oth­er. Instead, con­sid­er how you can invest in prod­ucts that are both con­ve­nient and sus­tain­able. You’re not com­pro­mis­ing, and con­sumers shouldn’t com­pro­mise either: Make prod­ucts in which sus­tain­abil­i­ty is a built-in, con­ve­nient fea­ture."

"Per­son­al­ize and Cre­ate Expe­ri­ences

Improved tech­nol­o­gy and arti­fi­cial intel­li­gence are break­ing down the bar­ri­ers between you and your con­sumer; so, have a dia­logue with her and keep her engaged. Remem­ber that she has mul­ti­ple chan­nels to find the per­fect prod­uct for her val­ues and lifestyle, so give her rea­sons to under­stand that your brand or prod­uct is per­son­al­ized for her."

"Invest­ing in advanced hard­ware and soft­ware tech­nol­o­gy is one way to enhance her expe­ri­ence, from on-demand beau­ty con­sul­ta­tion apps to per­son­al­ized prod­uct for­mu­la­tions to at-home light treat­ment devices. Online engage­ment is anoth­er proven method for dri­ving con­sumer engage­ment, from social media to e‑commerce exclu­sives, she may intend to 'just browse,' so give her an excuse to pur­chase now. Automat­ing the process is con­ve­nient for both par­ties: Curat­ed box­es and sub­scrip­tion ser­vices are cus­tomiz­able, ide­al for test­ing new prod­ucts or ingre­di­ents, and offer sav­ings in bun­dles. Give them mul­ti­ple rea­sons to come back, and con­sumers will not only stay brand loy­al, but also become brand evan­ge­lists."

"Lucky you, beau­ty retail­ers, brands, and man­u­fac­tur­ers are in an age where you can form loy­al, engag­ing rela­tion­ships with your con­sumers. By empow­er­ing women to choose, inno­vat­ing in both sus­tain­abil­i­ty and con­ve­nience, and engag­ing in per­son­al­iza­tion and cus­tom expe­ri­ences, you will form deep­er con­nec­tions with an increas­ing­ly diverse con­sumer base."

Cos­met­ics stores can spot­light their care­ful­ly select­ed wares to Cos­met­ics Shop­pers through many adver­tis­ing for­mats. For exam­ple, last year, these shop­pers took action after receiv­ing direct mail ads (65.7%), see­ing TV com­mer­cials (64%), receiv­ing email ads (51.9%) and see­ing ads in both print and dig­i­tal mag­a­zines (46.9%). They're also 17% more like­ly than oth­er con­sumers to take action after see­ing ads on dai­ly deals sites such as Groupon and 46% more like­ly to find ads on social media use­ful.

Audi­enceS­CAN data is avail­able for your appli­ca­tions and dash­boards through the Sales­Fu­el API. Media com­pa­nies and agen­cies can access Audi­enceS­CAN data through the Audi­enceS­CAN Reports in AdMall.

Rachel Cagle

Rachel Cagle

Rachel is a Research Ana­lyst, spe­cial­iz­ing in audi­ence intel­li­gence, at Sales­Fu­el. She also helps to main­tain the major accounts and co-op intel­li­gence data­bas­es. As the hold­er of a Bach­e­lors degree in Eng­lish from The Ohio State Uni­ver­si­ty, Rachel helps the rest of the Sales­Fu­el team with their writ­ing needs.