REDS – Research Designed for Strategy, a HSR Specialist Researchers holding company, has developed the study Universo dos Cosméticos Éticos, analyzing the growing search for these items. It shows the increased use of vegan, organic and / or natural products and also the concern for animal welfare.
With more and more conscious consumers demanding the ethical positioning of brands, it must exist in all segments. Cosmetics is no different. Today, companies in the sector have adopted the concept of ethical cosmetics – vegan, organic and / or natural products that bring greater concern for animal welfare. The research shows how much women are really looking for this type of cosmetic in their daily lives with the analysis of the search for these items.
“Consumers are increasingly interested in brands with a cause, committed to themes with which they identify. In addition, the search for more sustainable consumer items, whether in food or beauty and hygiene products,” is growing, ” explains Karina Millaré, director of REDS.
According to the research, although we live in a social moment of building a broader conscience, the use of ethical cosmetics is still small, even considering the high level of empathy for the causes / flags investigated. The study reveals that 66% of the women interviewed do not use this type of product and, even those who have already used to them, jointly use two categories of ethical cosmetics: 22% body moisturizer; 21% moisturizer for the face and 19% makeup.
The survey also found that ignorance about benefits and cost are the main barriers to the use of ethical cosmetics. In total, 59% of the women interviewed are not fully aware of its advantages; 45% of respondents said they consider products expensive; 12% see no reason to use this type of product and 5% believe this is a fad.
The analysis of the results revealed that the concept of “ethical cosmetics” is still not fully understood by users. Even the users have little clarity on the subject, but they all feel inserted on the cause. Thus, for 56% of respondents, a cosmetic that does not test on animals is considered “vegan”. Now, 31% understand that it is “natural” and 19%, organic. Likewise, 81% of the women interviewed perceive “natural” for a cosmetic made with only natural ingredients and 64% of them understand that “organic” is a product without pesticides.
“Não apenas por “modismo”, mas, principalmente, por maior consciência quanto ao seu consumo e valores, as mulheres estão gradativamente buscando cosméticos “do bem”.diz Karina Millaré. “Hoje, mais de um terço delas já está nesse mercado e tudo indica que o movimento veio para ficar, as oportunidades de mercado estão abertas a esse tipo de oferta. As mulheres apostam em grandes marcas para entrarem no mercado ‘ético’, por meio de indústrias cosméticas reconhecidas que comercializam produtos naturais, mas com uso de tecnologia, ou de farmácias de manipulação ou empresas de dermocosméticos.”
“There is a change in the profile of consumers of cosmetics, driven by women.” Users of ethical cosmetics, for example, tend to have more pets, a more selective diet and are concerned with the environment. “, she points out.
The national study combined two methodologies: qualitative research, with meetings in group, script and users and non-users of the category and quantitative research, conducted with the structuring of an online questionnaire for the general population, with responses from 991 women, among 18 and 56 years old, from classes A, B and C, residing in the cities and metropolitan regions of São Paulo, Rio de Janeiro, Porto Alegre, Curitiba, Recife and Salvador.