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    What does it mean to be green?

    05/28/2009 by Erinn Gormley (comments: 1)

    Understanding terms in the health and beauty industry.

    In today’s environment, everyone emphasizes what they are doing to be "green," "natural," "socially responsible," and just about any other do good word or phrase you can think of. So, what do these buzzwords actually mean in the health and beauty industry? A recent article in Beauty Packaging breaks down some of these interpretations within the beauty industry and shows some gaps that present great opportunity.

    NATURAL- The word "natural" means the product is "safe for use on skin." Women may believe the product is mineral based, healthier for you, or does not contain dyes or additives. About 73% of women believe natural beauty products are safe to use on their skin.

    ORGANIC- Women associate "organic" products as "without chemicals." They also believe that they are healthier to use and do not contain dyes or additives. However, compared to natural products, only 54% of women perceive organic products to be safe to use on their skin.

    GREEN/ECO-FRIENDLY- These products are seen as "helpful to the environment". Not only are they safe for the environment, but women also say that they utilize biodegradable packaging, have packaging made of recycled materials, are made of renewable resources, and are made by companies that use renewable energy such as wind or solar power.

    SOCIALLY CONSCIOUS/RESPONSIBLE- Women think more of the company when it comes to these key words. They believe it mostly means the company gives back to the community and does not test on animals.

    natural beauty products

    When polled on which kinds of products women were interested in and if they had actually used them, the results show some interesting gaps:

    Beauty Product Types

    Interested

    % Very/Somewhat Interested

    Used

    % Ever Used

    Opportunity

    % Gap

    Natural Beauty Products

    79%

    64%

    15%

    Organic Beauty Products

    66%

    32%

    34%

    Green/Eco-Friendly Beauty Products

    71%

    26%

    45%

    Socially Conscious/Responsible Beauty Products

    67%

    38%

    29%

    Clearly, many of the women interested in "natural" beauty products are already using them. The greatest opportunity gap exists for "green/eco-friendly" products. Although fewer women associate these products as healthier for you, they do seem intrigued by the effect their beauty products have on the environment. Research also shows that these potential consumers are more hesitant to buy. Getting samples without investing in the products and greater product awareness may be a way to take advantage of this opportunity.

    Read the full article here.

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    Add a comment

    Comment by Mike Toole | 05/29/2009

    Great article, thanks for taking the time to explain the "facts" behind the buzz words.