Which demographic is more likely to change products to save the environment?
The use of make-up and cosmetics is spread almost equally amongst races, with major differences being the knowledge and understanding that comes with the revolution of the industry itself.
How this revolution has related to the environment, however, is a question posed not only to environmentalist but also to society as we evolve and are more empowered to care as a demographic.
When Loreal decided to go ‘environmentally friendly’ and opt out of using paraben, the impact had measurable effects on the environment, opening a window into evaluating how societal groups respond to environmental revolutions in the beauty product manufacturing.
The results suggested that the previously advantaged (affluent market) showed more interest than the latter groups who have since been considered as a marketable demographic.
The beauty standards
For a long time, beautiful meant, silky hair, bright skin and etc. This meant that a specific group sets the standard, when brands considered which products they manufactured, their client base (white women) was the first consideration, leading to an influx of advertisements that promote eurocentric beauty.
In reference to non-white races, a market for ‘make me lighter’ beauty products surfaced, saturating the beauty market with harmful products from unpopular small brands, to a point were big known brands commercialized ‘make me lighter’ products.
Yet the culture of not considering how harmful a product is; was established.
The first consideration for one demographic, however, is, “will this make me beautiful, yes or no’’ vs “is this good and healthy for my skin”.
In measuring the impact of big beauty brands opting for environmental care, the impact suggests that it lags in non-white groups when directly compared to the euro market.
An argument about the reasons; seem to return to a basic consideration of socio-economic difficulties in these demographics.
The non-euro market is a huge buyer in the areas of make-up and hair, however, there is a discussion about the intent, saying that the goal is not to enhance beauty, but rather create a face that will get hired, a face that will be accepted, a face that fits in. This is a trend that still harms our society and progress. Making it difficult for environmental agendas.
A whole library of faces that become successful in all industries must be created, to shift the need to be accepted into the need to live and create a sustainable life for all.
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By: Kedibone Mphethi (Content Creator)