Over the past several decades, people have become more aware of the impact their choices have on the health of the planet, their families, and themselves. This has led to a revolution in the health and beauty industry. Consumers are no longer willing to accept results without considering the potential consequences on the earth as well as on their personal health.
The savvy modern consumer wants assurance beyond the word of the manufacturer of the latest lipstick, foundation, or hydrating night mask. They want a detailed understanding of the safety of each ingredient, proof that the product works as intended, and that too for an appropriate price.
In order to provide this assurance to their consumers, green beauty companies need to go through rigorous beauty product trials with a company that has a proven track record of being honest and thorough.
Ingredients
One of the features that consumers are drawn to when considering a green product is a lack of harmful ingredients in the composition of the product. This is true for green cleaning, beauty, home, and health products.
One of the rules many people go by when considering the safety of the ingredients listed on the product is; if you wouldn’t put it in your body, then don’t put in on your body. This is, of course, very general but it makes it easy for consumers to quickly determine if they want to make a purchase. Other consumers will go by what ingredients they don’t want to use. Many in the community consider parabens, synthetic colors, artificial fragrance, phthalates, triclosan, sulfates, and formaldehyde to be off limits.
Efficacy
How well a product works is just as important as the ingredients that have been used to make it. If a product is great for the environment but doesn’t offer a viable solution for the issue for which it was purchased, then there is little point in making a purchase. So how can a company prove to their clients that the products they are offering really work?
The first step is in completing product trials with a reputable company, but that is only the first step. It will prove to consumers you care but if you really want to get in front of your target demographic, then it will be necessary that you enter the market aggressively. Most green beauty companies do not have the same sort of budget as their larger more traditional counterparts but that doesn’t mean there is nothing they can do to gain exposure.
Social media has turned out to be the great equalizer when it comes to product launches. The free nature of the platforms makes it possible for a brand new company to have the same potential reach as one that has been in business for a century. The secret lies in finding the right brand ambassadors to introduce the new product to their social network. These people are sometimes called influencers because of the influence they have over their niche audience.
This has become a competitive field over the past few years as individuals have begun to realize the power of positioning themselves as an influencer in the beauty industry. People with more than 100,000 fans or followers can command high fees from the companies with which they partner, but the green beauty niche may not need influencers with astronomical numbers. Instead, they should be looking for micro-influencers with a few thousand followers with a high engagement rate. This ensures the product is put in front of exactly the right demographic for a far more affordable price for the company.
Grassroots marketing efforts like these are an organic way for green beauty products to introduce their products and gain traction in a crowded industry.
Price
Price is an important consideration for green beauty manufacturers. The ingredients tend to cost more because they are more difficult to procure. Research and development may also be substantial as it can be difficult to offer the same types of results that market has come to expect without the excessive use of artificial chemicals.
Fortunately, many of those who are interested in these types of products understand what goes into making them and are willing to pay more for the quality they want. It is possible to reduce the cost by minimizing packaging. This appeals to those who want to reduce environmental waste and also limits the cost of production.
Studies have shown that women want greater access to green beauty products. There are many opportunities for companies that wish to provide natural beauty products. All natural ingredients are expensive and development can be costly if a product is to be comparable to mass produced chemically laden options. However, with careful packaging and positioning, it is possible for green companies to produce such products.
Article Submitted By Community Writer
