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Marketing Matters: Why She Won’t Buy Naturals ...

By: Alisa Marie Beyer
Posted: March 5, 2008, from the March 2008 issue of GCI Magazine.
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With all the hype about natural makeup and organic skin care, and with all of the alarms sounding daily about cosmetic ingredients now found to harm instead of help—why aren’t all women jumping on the natural/organic bandwagon? Simply put: they’re not ready yet—but just wait.

Just who are these brash women, still loyal to their science-based cosmetics brands, still daring to slather parabens and artificial fragrances on their faces and refusing to take heed of the headlines, or to their inner holistic beauty goddesses?

They’re about half the U.S. population of regular female beauty buyers (those who have bought beauty products in the past 12 months)—or, to be more precise, 51% of beauty buying women, according to the The Benchmarking Company’s “The Age of Naturals” Pink Report (Jan. 2008). The differences between how women who’ve (so far) shunned the natural/organic beauty buying trend and those who embrace it are intriguing both demographically and psychologically.

The Demographic and Socioeconomic Breakdown
“The Age of Naturals” posed numerous questions to women about themselves and their families. Among other facts, it showed that 52% of traditional beauty buying women are employed either full- or part-time (compared to 58% of the natural beauty buyers).