The beauty industry is constantly changing and we are witnessing a majority of new trends in this sector. One of the popular trends nowadays is organic and natural products. Some people believe that it is good for their skin, others think it is just another way for companies to gain profits. In my opinion,despite the persuasive language of the company’s marketing teams,we need to be thoughtful about what we consume.
The surveys show, that this trend especially effects gen Z, as 73 percent of Gen Z consumers in the United States purchased organic beauty and personal care products in 2018. That year, about 61 percent of baby boomers purchased such products. These numbers continue to grow: the natural cosmetics market is experiencing a compound annual growth rate (CAGR) of 9.76%, with projections to reach $54 billion by 2027. Companies promote their products based on the ingredient transparency, which is the priority choice factor for customers according to the survey (36%). Here appears to by another problem: the product’s natural ingredients or sustainability does not mean it fits everyone. Skin types vary significantly among individuals. In general, these biologically natural products do not offer any guarantees. For example, the company “Mielle Organics” initially celebrated for promoting textured hair health, faced controversy following its acquisition by P&G Beauty in January 2023. Consumers reported issues such as severe dryness, breakage, and hair loss.
On the other side of the question, people assume that all of this is simply a new trend. In their opinion, which I appear to support, this is a new type of corporate strategy targeted to make fortunes. Currently, the psychological impact of marketing and advertising campaigns is immense.Companies use social media to affect younger people. For instance – TikTok app. One of the recent cases is beef tallow skin care products. Such products were largely promoted by TikTok influencers, when, actually, beef tallow is not approved for topical application on the skin by the Food and Drug Administration (FDA). One way or another, we are all influenced by eye-catching designs and memorable advertising slogans ingraining themselves in our consciousness. It is nearly impossible to avoid falling under this influence.
Overall, opinions on the question vary significantly: some people assume that natural products are beneficial for their skin, others state it is just a corporate strategy to make profits. I agree with the second opinion. Our society’s consumerist tendencies are enormous, companies are aware of that and their advertising strategies are calculated to be psychologically persuasive. The future requires our generation to be observant, if we do not want to be in history as just victims of consumerism. Even more, if we do not start to be critical customers, there might be no future because of the rapid climate change and disasters consequenting our over consumerism.