April 20 2018 – Tyra Johnson-Brown
Just as the case has been in various areas of commerce, consumer behavior in the skincare industry is dynamic. Trending brands has certainly changed over time, but millennials have accelerated this trend in the modern era. Instead of focusing on price or brand loyalty, the younger generation makes most purchase decisions based on convictions and health benefits. This conscious trend is so prevalent, in fact, that natural skincare brands are quickly taking over the beauty industry.
The Trends Behind the Change
To understand why all-natural skincare products has become so desired in the beauty industry, it's imperative to understand the underlying causes. The first is linked to social responsibility— the obligation of both individuals and organizations to act in ways that benefit society. When it comes to the beauty industry, consumers seek out companies that are transparent and utilize sustainable practices.
The second trend that's driving all-natural skincare— ranging from acne solutions to moisturizers— is a focus on health. The potential side effects of manufactured and processed items is well-documented. This has led people to demand all-natural ingredients in everything from their makeup to home cleaning supplies.
While these two trends are certainly picking up steam in every demographic, it's millennials who are really driving the change.
The Millennial Effect on Natural Skincare
A recent survey found that the percentage of consumers who focused on social responsibility grew from 45 percent to 50 percent over the course of less than two years. Considering the age data from the survey, it becomes quite apparent where this trend grew from. A full 91 percent of millennials say that they'd switch brands over this issue. While the world is moving more toward social responsibility, it's the youth who are pushing it that way.
Millennials are also driving the healthy, natural trends witnessed in consumer behavior. In fact, this trend is distinctive when looking at female choices in beauty products. While 59 percent of women aged 35 or older prefer natural skincare brands over other beauty products, this statistic jumps to 73 percent when looking only at millennial women.
These natural conscious trends are why millennials are opting for natural skincare brands like The Butter Bar, but what explains the trends? To put it in simple terms, this generation is more passionate about social causes than its predecessors. It's why companies like TOMS and Warby Parker have been proven so successful. In the end, these are the issues that have allowed millennials to change skincare.
What Millennials Look for in Skincare Brands
Once millennial trends became apparent, many companies started marketing their products as "natural." As it turns out, though, there is very little regulation involved when a brand slaps "natural" on a label. In fact, some "natural" products are no better than their non-organic and processed counterparts. Fortunately, millennials have caught onto this dilemma, and it has droves their decisions towards natural skincare.
One of the big things millennials look at is a product's ingredients. Items such as raw honey, sweet almond oil and fair trade shea butter tell them an item really is natural. It's also important that brands remain transparent by fully disclosing their contents. Finally, skincare solutions that list the percentage of natural and organic ingredients appeal to millennials. This also increases transparency while proving a company does care about natural and socially responsible practices.
Thanks to millennials leading the way, natural skincare brands are seeing huge growth. Eventually, larger corporations will need to shift their focus to all-natural skincare if they hope to remain relevant in the market. Until that time, millennials will continue to move toward more socially responsible and health-oriented brands for the best in natural skincare.