8 Min Read |
There’s a new trend in skincare routines that isn’t just about what consumers want to put on their skin. It’s also about what they don’t want.
Beauty consumers today care more about the environment, about their health, and about spending their money wisely as we head into a global recession in the wake of Covid-19. And all of these factors are driving the rise of the newly frugal consumer — people who favor simplicity and efficiency over complex formulas and bells-and-whistles branding.
The relationship between shopping preferences and skincare choices is becoming increasingly intertwined. In 2020 Harper’s BAZAAR surveyed over 1000 women across a broad range of ages and ethnicities, and found that more than 60% of them would be willing to spend on new beauty brands if they were selling natural products. A further 55% said they’d be interested in new brands if they offered sustainable products. This is telling; it shows that beauty consumers are simultaneously concerned about the personal physical impact of their product buys, and the community or global impact of the brands they choose to invest in.
In other words, consumers don’t want…
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Updated December 2022
