The recent ‘Green Beauty Barometer’ survey shows almost two thirds of women check product labels for harmful ingredients.
With the movement toward better consumer health in full stride, what is now commonplace in the grocery aisle has found its way to beauty: scanning labels for harmful ingredients. In the ‘Green Beauty Barometer’ survey results released in August, nearly six in ten adult women (59 percent) read beauty product ingredient labels prior to purchase, while nearly 40 percent intend to increase their spend for all-natural beauty products.
“For the last several years shoppers have become more conscious about what they put in their body through food consumption, and that’s spilled over to a greater awareness for what they put on their body,” commented Lisa Strain, skin care expert. “ It’s no longer a niche. This is mainstream. This is where beauty is going. Consumers are more aware and cautious as ever about chemical ingredients, and it’s not going to be business as usual for the category.”
The beauty industry is famous for flying under the radar, as it is currently unregulated by the Food and Drug Administration, despite the commonplace use of chemicals and substances such as parabens. However, survey results show consumers are demonstrating action themselves when it comes to a desire for clean and safe beauty products.
When asked to identify which ingredients they look for on beauty labels that would deter purchase, the most watched for ingredient was sulfates. Nearly three in ten women (29 percent) seek to avoid sulfates, followed by parabens (22 percent), synthetic fragrances (18 percent), PEG compounds (15 percent) and mineral oil (11 percent).
When it came to age, 65 percent of women ages 35-54 claim they read beauty product labels, followed by 63 percent of women 18-34, 59 percent of women aged 45-54, 55 percent of women aged 65-plus, and 52 percent of women aged 55-64.
Regarding future habits, 39 percent of women claim they will buy more all-natural beauty products in the next two years than they currently do. The intent to “only purchase” or “purchase more” all-natural products ranked highest for the skin care beauty category (39 percent), followed by nail care products (33 percent), fragrance (31 percent), make-up (20 percent) and hair care products (18 percent).
Millennials (women aged 18-34) are the most likely to spend more on all-natural beauty products in the next two years, with half of them claiming they will. This is compared to 44 percent of women aged 35-44, 34 percent of women aged 55-64, 31 percent of women aged 45-54 and 30 percent of women aged 65-plus.
When asked how important it was to purchase all-natural products among particular beauty categories, skin care came out on top, with 54 percent of women claiming it is important their skin care product purchases are all natural. This was followed by all-natural hair care at 49 percent, make-up at 40 percent, fragrance at 31 percent and nail care products at 26 percent.
Nearly one in four women (24 percent) noted it was “very important” their skin care product purchases are all natural, while some one in three (30 percent) ranked it “somewhat important.” Among those who deemed it important, Millennials led the charge at 63 percent, followed by women aged 35-44 at 58 percent.
“People need to realise that whatever beauty products they put on their skin are ultimately soaking in to their bloodstream, so it’s incredibly important to be aware of the ingredients,” commented Kari Gran, skin expert. “It’s refreshing to see retailers continue to gain interest in all-natural products due to consumer demand – the education and awareness is getting out there.”
Source: PR Newswire