The health crisis, which began in early 2020, has redefined consumer behavior and habits in many areas, including beauty. A phenomenon that has been around for some time, with a now pronounced enthusiasm for green, animal-friendly, vegan and responsible beauty, as well as more reasoned consumption, a new study finds.
Despite the identification of new variants and a large wave of contamination in Asia, the most acute phase of the pandemic seems to be coming to an end. The fact remains that – beyond the health aspect – this unprecedented crisis has left many traces, both positive and negative, which are now firmly rooted in the daily lives of men and women around the world. Among them is the desire to turn to products that are more respectful of health, the planet and animal welfare† This finding is particularly relevant in the beauty industry, where consumer routines have changed over the past two years.
This is apparent from the latest barometer of beauty box specialist Blissim*, who looked at the new consumption habits of French women in the cosmetics sector. More than four in ten French women (42%) say they have changed their beauty routine in the past two years, with an emphasis on greenery. Nearly half of respondents (43%) say they consume more than before the pandemic, and one in two women even consider themselves “almost” converted to green. And if price used to be an obstacle for the majority of consumers, it is no longer the case. More than four in ten respondents (43%) find responsible consumption simple and accessible.
What is green beauty?
It remains to understand how French women define green beauty, “vegetable”† Is it about eco-responsibility, veganism or natural ingredients? Well, it’s the whole thing that matters to today’s consumer. Four in ten respondents mainly confirm that green beauty is synonymous with clean ingredients, but women also like cosmetics that care for the animal (38%) and are looking for an ecological conscience (34%) and strong social commitment (33 %).
The health of the planet should not be left behind, as a majority of women surveyed (54%) say they try to obtain products that are less toxic to the environment. To a lesser extent, they also pay attention to packaging, one of the ills of the environment. A fifth of them claim to reduce the number of products and packaging in their bathroom and choose to replace them with all-in-one cosmetics.
The importance of green labels
Faced with these changes, women have delved into the issue of labels, which today go so far as to be a purchase trigger for 68% of women. To date, the best known are none other than “Organic Cosmetics”, “Cruelty Free” and “Vegan”, with 89%, 59% and 56% of the vote respectively. And women do not forget the concept of Made in France, even if for an overwhelming majority of respondents (85%).
* This survey was conducted by Blissim in March 2022 with 502 French women and clients.
(ETX Daily Up)