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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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Traditional beauty buyers claim to hold slightly less stressful jobs, with 44% of traditional buyers indicating they experience “moderate to high” levels of on-the-job stress, compared with 51% of natural beauty buyers. Sixty-four percent of traditional beauty buyers have a household income of less than $50,000 per year, compared to the 54% of their natural beauty buying sisters.

Traditional beauty buyers are slightly less educated than those who claim to buy natural/organic beauty, with 33% of traditional buyers holding at least an associates degree, compared to 44% of the naturals buyers. Only 56% of traditional beauty buyers say they exercise regularly, compared with 78% of natural beauty buyers. Consequently, traditional beauty buyers tend to wear larger dress sizes than natural beauty buyers, with 41% of traditional buyers wearing a size 16+ dress, compared to 28%
of natural beauty buyers.

The Psychological Breakdown
The natural beauty buyer’s attitudes toward personal wellness mirror her consumer behavior. In The Benchmarking Company’s standard 17-question personal wellness catalog, natural/organic beauty buyers ranked every statement higher, sometimes twice as high, as traditional beauty buyers. For instance, 84% of natural beauty buyers believe the mind and body are connected for overall wellness, compared to 70% of traditional beauty buyers. Only 7% of traditional beauty buyers meditate regularly versus 19% of natural beauty buyers. Natural beauty buyers are 23% more likely to believe in the concept of inside/out beauty than traditional buyers, and nearly twice as many natural beauty buyers believe in holistic medicine.

Seventy four percent of consumers of traditional beauty products admit they don’t know the difference between a natural product and an organic product, and, of those, 54% don’t care to know. It’s not a high priority for them as they haven’t embraced the concept of “all-natural” or inside/out beauty as a lifestyle choice.

Women who normally buy natural/organic beauty products have much higher makeup and skin care aspirations than traditional beauty brand users, and they have higher expectations for natural or organic beauty product efficacy. Eighty-two percent of natural/organic beauty buyers want to look beautiful yet natural, compared with 64% of their traditional buying counterparts. Natural beauty buyers want both makeup (84%) and skin care products (84%) to be free of harmful chemicals, compared to 56% of traditional beauty buyers for makeup and 54% for skin care products.