In a 2017 survey, Statista reported that 82% of females and 64% of males used various beauty and personal care products many times in a single week.
Indeed, if this data is anything to go by, it’s safe to say that the cosmetics industry is geared more towards women.
As the highest ‘stakeholder’, it’s understandable why the female gender expects more from their beauty routines and brands. Below are some of these expectations.
1. Diverse and Inclusive Options
Unique characteristics and diversity in the world are two things that define people’s individuality.
Skin tones and race continue to play pivotal roles in the cosmetics industry. Women want products that accentuate their features and agree with their color.
In beauty, this is a topical issue as users want their face makeup to reflect their diversity. It is probably why darker-skinned women continue to debate what constitutes ‘nude’ makeup.
First, the issue is that nudes were created for fairer-skinned women. The argument over the years has been the unavailability of suitable options for brown and darker color tones.
This is a clear example of the diversity and inclusive options that women of all races want in their cosmetic products.
The question now is, what makes a cosmetic product diverse and inclusive? According to 52% of users, diversity and inclusivity are achieved when these products are affordable and in a wide budget spectrum.
In another breath, 48% of female cosmetic end-users believe that a brand promotes diversity and inclusivity when their cosmetics are produced with all skin tones in mind.
Therefore, if a cosmetic brand releases a new product, it should benefit everyone interested in using it. This group also believes that the human characters used must represent all races and age groups in advertising.
2. Transparency of Product Claims
Many cosmetic products on the market make several claims, such as resolving blemishes and hyper-pigmentation, controlling excessive oil production on the skin, etc.
The list of claims is endless. While some people believe that such claims maybe a little over the top, another group believes them. Regardless of which side of the divide you belong to, the responsibility lies on the brand to ensure their products do exactly as they say.
For many women, the joy of using a particular cosmetic brand has produced consistent positive results on the body.
The integrity of these claims will determine whether the products continue to enjoy patronage or not. Women believe that the transparency of these claims projects the product and the brand in a positive light.
This is why some cosmetic brands have enjoyed high patronage since their first introduction on the market. Unfortunately, other brands have suffered huge losses due to false claims.
For example, L’Oreal cosmetics suffered some reputation damage in 2014. They claimed that their Lancôme Génifique and Youth Code cosmetics could prevent genetic elements that cause skin aging. L’Oreal had to pay a significant settlement for deceptive advertising when this claim was proven false.
Sometimes, all that is needed is to stick to simple claims that a beauty product genuinely cares for. In this case, it is always better to under-promise and over-deliver.
Exaggerated claims and deceptive advertising always do not augur well for the brand.
Using L’Oreal as an example, the brand continues to exist, but people are compelled to second-guess some of its product claims.
Moreover, people may be apprehensive about choosing that brand for their skincare routines. What the front label says on the bottle is what it should do.
3. Environmentally Friendly and Ethically Sourced Products
As the world continues to move towards creating a green environment, women expect the same from their cosmetics.
As end-users, they want to know whether the ingredients used in these products do not harm the environment. Others go as far as expecting the bottles these cosmetics come in to be recyclable.
Additionally, there is a growing need to know the story about the laborers in the country where these ingredients are sourced. This is particularly about child labor and mica mining.
Mica is a mineral derived from specific rock fragments. When ground and added to beauty products, they give a soft shimmery appearance that is appealing to the eye.
Unfortunately, reports indicate that children as young as ten years are actively involved in mica mining.
Due to this, more women are refusing to use cosmetic brands that source raw materials from child labor endemic regions.
4. Organic Products
When the pandemic struck the rest of the world in the first quarter of 2020, it threw a monkey wrench in people’s schedules.
Simultaneously, it increased the demand for more natural and organic products. Away from that, the increased risk of cancer and related ailments has made women more cautious about the cosmetics they use daily.
The skin is an absorbent tissue, and anything applied to it seeps deeper and ultimately into the bloodstream. Therefore, when cosmetics or beauty products contain toxic elements, it increases the risk of developing certain types of cancer.
The safer the product, the more likely discerning women will purchase them. Admittedly, cosmetics with the ‘natural’ tag tend to be slightly more expensive.
However, many women consider it worth their money when the benefits are more.
5. A Single Product, Multipurpose Functions
Many women may be smiling at this one, especially because they can relate to this point. In their hearts, women want their cosmetic products to perform at least three functions in their skincare routines.
For example, a face moisturizer is expected to keep the skin hydrated, prevent clogging of the pores and resolve minor blemishes. If that sounds like you, you’re not alone.
The thing is that every woman wants their monies’ worth when purchasing cosmetics. Therefore, expecting more from a single product seems to fit the bill very well.
It is always a good idea to know your expectations for your beauty products and spend your money where those needs are met.
Fortunately, it is easy to find reviews and other relevant information on the products and brands you patronize so that your money isn’t just going to waste.