Factors Influencing the Clean Beauty Movement
Three specific factors that fueled the popularity of the clean beauty movement include consumers becoming more well-informed about the danger of synthetic and chemical ingredients in their cosmetics or personal care products, the rise of people with sensitive skin, and support of the clean beauty movement by some celebrities.
- The initial rise of the clean beauty movement was prompted by the growing "frustration over regulatory oversight of cosmetics", as well as personal care, products.
- There have been some high profile legal cases involving personal care businesses, including Johnson & Johnson and Wen.
- Johnson & Johnson was accused of causing cancer in individuals that used its baby powder for years.
- A $26 million class-action suit was brought against Wen, a hair care business, due to allegations that one of its items was causing users to lose hair.
- As a result of these cases, consumers are more afraid of products containing chemical ingredients and are beginning to seek 'natural' products.
SPECIFIC FACTORS THAT FUELED THE POPULARITY OF THE CLEAN BEAUTY MOVEMENT
- The first factor fueling the popularity of the clean beauty movement is consumers are becoming more well-informed about the danger of synthetic and chemical ingredients in their cosmetic or personal care products.
- The second factor is the increasing number of individuals with sensitive skin.
- The third factor is the number of popular celebrities promoting the movement.
CONSUMERS BECOMING MORE WELL-INFORMED ABOUT CHEMICAL INGREDIENTS
- Several consumers have shown an interest in wellness and detoxification in products and dieting habits.
- Consumers are aware that synthetic ingredients in personal care products can cause irritations.
- Also, consumers are developing a habit to read the label of a cosmetics or personal care product before purchasing them.
- There are some cases where prominent businesses and private companies were sued due to chemical ingredients in their products had allegedly resulted in negative effects on users.
- A survey in 2018 conducted by the Fashion Institute of Technology’s graduate school showed that about 90% of purchasers thought natural ingredients in personal care products were better for their health.
- A survey from Label Insight indicates that around 46% of consumers admit to utilizing their smartphones to conduct research on product information while in the store.
THE RISE OF PEOPLE HAVING SENSITIVE SKIN
- The phenomenon of sensitive skin is expanding rapidly, according to dermatologists.
- Individuals are experiencing sensitive skin more primarily because of extensive exposure to digital aggressors, stress, and pollution.
- Chemical ingredients in personal care products are causing consumers' skin to undergo additional exposure from what they already receive from performing daily activities.
- Outside of the topic of anti-ageing, skin sensitivity is driving consumers to switch their skin products with natural ingredients.
CELEBRITIES PROMOTING THE CLEAN BEAUTY MOVEMENT
- Celebrity endorsements are an effective way to promote products as they are capable of reaching a vast amount of consumers using various mediums (e.g., TV and social media).
- Some celebrities who are known for promoting the clean beauty movement are Emma Watson, Gwyneth Paltrow, and Jessica Alba.
- During a tour for the film Beauty and the Beast, actress Emma Watson promoted natural beauty brands.
- In 2015, Gwyneth Paltrow was revealed to be in a partnership with a pioneer business taking part in the organic beauty movement called Juice Beauty. She is regarded as one of several celebrities currently promoting the clean beauty movement.
- Juice Beauty's reasoning for selecting Paltrow for a partnership include her proven capability as a trend starter, along with her undeniable impact and reach.
- Another actress, Jessica Alba, expanded her Honest Co., which is well-known for providing eco-friendly body and bath products for tots and moms, to skin care and cosmetics products.
PERSONAL CARE BRANDS RESPOND TO THE CLEAN BEAUTY MOVEMENT
- Many personal care brands are responding to the clean beauty movement by launching clean beauty products.
- According to Vox, they are also removing chemical ingredients in their products.
To obtain the factors that fueled the popularity of the clean beauty movement, we first searched for an explanation on clean beauty from Vogue, Premium Beauty News, and Enews. We also noted a report from Harvard about the science behind the trend of clean cosmetics. From these sources, we discovered some factors that fueled the popularity of the clean beauty movement. To find ways that personal brands are responding on the clean beauty movement, we leveraged some information from Vox and Well Insiders. In these sources, we discovered the ways personal care brands responded to the clean beauty movement.