Nude By Nature

Part
01
of four
Part
01

Natural Makeup: Demographics

The majority of natural makeup users in North America are 18 – 25 years old and those over forty. 27% of African Americas use prestigious brands of makeup, while 14% of Hispanics do. Surprisingly, it is not predominantly only those with the highest income level that spend more on makeup.

Age

Race

Income

Gender

Research Strategy

In order to obtain a suffiient quantity of data points to provide a valid and robust response, research used for this report includes both Canadian and American sources and surveys.
Part
02
of four
Part
02

Natural Makeup: Psychographics

A psychographic profile of consumers of natural makeup shows that they are concerned about their health and try to live a healthy lifestyle. They value knowledge and are believers in science. They want full transparency and do not react well to gimmicks. They are concerned about the environment (85%), like animals and are generally self-aware.

Health

Knowledge

  • People looking for natural makeup are learners who value knowledge. One company with a subscriber system for makeup states that "subscribers have a real desire to learn about ingredients."
  • These consumers are also forward-thinking in that they are concerned about the environment. From that concern, one can infer they are also believers in science.
  • Customers are, however, also cynical. "Consumers are fed up with marketing, gimmicky phrases that have been diluted over time. They want transparency."

Self-awareness

Concern for environment

Resource Allocation — time and money

Influencers

Research Strategy

In order to have sufficient data to provide a valid response, research used for this report includes both Canadian and American sources and surveys.

Part
03
of four
Part
03

Bare Minerals & RMS Beauty

Bare Minerals uses Hailey Bieber as the face of their product, while RMS Beauty uses their founder Rose-Marie Smith.

Bare Minerals

  • The Japanese beauty giant Shisiedo, the parent company of Bare Minerals, has formed a plan with three key initiatives, including "a digital makeover, a more intentional influencer strategy and a robust M&A plan."
  • Announced in January 2020, this campaign may impact the current marketing information.

Messages

  • "Purity in the formulation and uncompromising performance have been our guiding principles since we launched in 1995. We're full of what's good and free of what's not."
  • "The original cruelty-free #CleanBeauty brand. Full of skin-loving naturals and minerals. Free of Parabens, Phthalates, unnecessary additives and more."

Channels

Examples

  • Examples of the previous TV campaign and the current print and YouTube campaign are shown here on pages one and two.

RMS Beauty

Messages

  • "All RMS Beauty products are free of harmful chemicals, synthetic preservatives, synthetic vitamins, and genetically altered ingredients (GMO) etc."
  • "RMS Beauty products are formulated with raw, food-grade and organic ingredients in their natural state, allowing their living, healing attributes to penetrate and rejuvenate the skin. In their purest form, enzymes, vitamins, antioxidants and their healing properties remain fully intact, encouraging amazing potential for anti-aging effects. RMS Beauty has also taken extreme care in the use of minimal heat in the manufacturing process of this product to keep all nutrients and healing properties alive."

Channels

  • There do not appear to be any TV ads, but RMS Beauty has a YouTube channel with 23 instructional videos.
  • It appears that RMS Beauty is using a marketing strategy of interviews with the founder, published in various magazines.
  • In the last three years, there have been six articles published in both beauty and general publications. All have in-depth interviews and pictures of the owner.
  • In one of the articles, Rose-Marie said "I'm a mouthpiece. And when Swift talks, people listen. That's what's propelled her to the forefront of the green beauty movement."
  • The pictures of the owner are likely considered positive marketing. The 65-year-old Rose-Marie Smith has glowing skin and looks much younger than her age.

Examples

Part
04
of four
Part
04

Natural Makeup: Customer Journey

In the customer journey for natural makeup customer, key motivators are health, the environment and animal-free testing. Customers find natural makeup brands through friends and family, social media, online reviews and product websites.

Desire for the Product

Finding a Natural Brand

  • The customer starts her search with friends and family, asking for advice. She searches for current reviews looking for the top options for her skin type and pocketbook.
  • From there she goes to the product's website, reviews the ingredient list, and looks at the options. She decides there are enough choices to go somewhere and try out her options in person. She finds a local retailer with a makeup section and knowledgeable consultants to answer questions.
  • Once at the store, she looks around to see if the store carries the brands on her list. With a consultant she talks about what she wants and why she wants it.
  • With the consultant, she reviews her options, tries on various colours, and assesses the look and feel.

Purchase & Use

  • The customer uses products to get the look she likes for different environments. For example, she may have a look for the office, one for spending the day outside, and another for evening.
  • She continues to use the makeup as part of her routine over several months.

Motivators: Green products

  • Makeup retailers are still the number one choice for buying products in-store. Over 35 per cent of consumers who purchase makeup in a store do so at Sephora or Ulta. (In Canada, Sephora has 78 stores in ten provinces. Ulta is opening stores in 2020.) Twenty-six per cent do so most often at a supercenter like Walmart or Target. Eleven per cent make most of their makeup purchases at a drugstore.
  • Forty-three per cent of consumers discover new makeup through in-store displayers, while 41 per cent use social media.
  • Only 40% of Gen Z shoppers use Facebook, 60% use YouTube while a whopping 88% who use social media to research makeup do so on Instagram. This fact indicates that "while most consumers are still going into stores to buy their makeup, the majority are also using online outlets for initial discovery and research, making the in-store purchase the final stop on their journey."

Research Strategy

To have enough data points to be valid, research used for this report included both Canadian and American sources and surveys.
Sources
Sources