Organic Beauty

When “organic” first came on the market, these products had a dedicated corner in the store, looked distinctly different from the other everyday products, were priced higher, and you had the feeling that they were only for actors and actresses – a little out of reach and not relevant to your life.  Eventually, we started seeing more and more of these products in the food, beauty, and fashion industries.  Market research found that consumers from the Baby Boomers to millennials care about what is behind the brand - ethical brands, “natural” products, and social responsibility.  A study conducted by SONARTM, J. Walter Thompson’s proprietary market research tool, showed that 53% of US millennials expect all products to be natural, 43% expect organic and 49% expect GMO-free. 

Brands have picked up on this and really pushed forwards to deliver products across the entire lifestyle.  Aptly named, “Brandless” is a food company that offers certified organic, fair trade, kosher, gluten-free, and non-GMO products at an affordable price point.  You may have noticed organic products at the grocery store now integrated with the other products and mainstream rather than in their own area. 

Beauty products and skincare have not been left out of this shift.  Brands have taken note that the global organic and natural beauty market is expected to reach $13.2 billion in 2018 and increase by 2020, reports Transparency Market Research.  Sanz (www.sanzfree.com) is a skincare and hair product brand designed with busy men and women in mind.  Every product is simple, clean, and chemical-free.  Sephora has launched “Clean at Sephora” in 2018 devoted to natural and clean beauty products.  Brands labelled with the Clean at Sephora sticker will not feature ingredients such as sulfates SLS and SLES, parabens, formaldehydes and formaldehyde-releasing agents, phthalates, mineral oil, retinylpalmitate, oxybenzone, coal tar, hydroquinone, triclosan, and triclocarban. Meanwhile skin, hair and make-up brands with the seal will have less than one percent synthetic fragrances and no undisclosed ingredients.  Artemis Patrick, chief marketing officer at Sephora, states that 60% of women read beauty product labels prior to purchase and 54% claim its important for their skincare products to have a point of view on clean.  I was in to see my favorite hair stylist this weekend and asked her about client expectations and requests in the salon.  She says that her clients frequently ask about ingredients in their products and are conscious about what chemicals are in the hair care products – much more so than ever before.

Even global mega brands have taken notice.  Walmart has created "Found", its own natural beauty line.  The collection has over 130 products including skincare and makeup at an affordable price point.  CVS announced in May 2018 that it is dedicating more space to organic brands including L Inc, Seventh Generation, and Sustain Natural.  

For me, the important issues (possibly as important as organic vs non-organic) are product transparency and consumer respect.  Consumers are smart and savvy and should be able to make decisions about what they chose to use in and on their bodies.  If you want vegan, gluten-free, non-toxic, all natural – you should easily be able to choose products that fit this goal.  Often, in skin care and hair care, certain “chemicals” are necessary to drive changes in the skin.  The term “chemical” is perceived as negative but these ingredients can improve fine lines, texture, acne, pores, and pigmentation.  At Archer Facial Plastic Surgery, we work with our patients to identify their goals and their concerns and put together a treatment plan that can achieve these goals.  Sometimes we have to cut through marketing misperceptions so patients better understand not only what we are recommending but WHY.  By giving our patients the most up-to-date information about skin health and wellness, they can make decisions about what they want and what is best for their skin and bodies – be it chemical free, chemical full or something in between.  The idea of educating our patients and encouraging them to ask as many as questions as possible builds empowerment and confidence.  You do you, my friend.  We will help.                  

Bibliography

https://www.jwtintelligence.com/2018/07/organic-the-new-basic/

https://www.jwtintelligence.com/2017/07/the-brandless-store/

https://www.jwtintelligence.com/sonar/

https://globalcosmeticsnews.com/sephora-creates-more-product-transparency-with-launch-of-clean-at-sephora-category/

Photo www.sanzfree.com

 

Author
Kaete Archer, MD Facial Plastic Surgeon

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