Leah Barns

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People

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As a community, people play a huge role in the making, selling and buying of cosmetic products. Brands are now catering to gen Z consumers by expanding their shade range, promoting inclusivity and featuring diverse models in their campaigns. Helping the industry to evolve and expand to the wider needs of the new generation. 

Gen Z are people born within the years 1996-2010 and are becoming companies new target audience, forcing organisations to look beyond tangible products and advertisement. Looking at a new way of marketing online, such as on TikTok and instagram (McKinsey, 2023) gen Z are also going against traditional societal structures, with two-thirds agreeing the traditional gender roles are outdated. Generation Z are now searching for brands that are actively embracing the new culture of diversity and expression of identity (Mintel, 2023) 

Gen Z consumers are arguably one of the hardest generations to attract. Growing up online with very short attention spans and can easily spot a marketing gimmick. 80% say they are more likely to trust a brand more if they use real consumers in their advertisements and 70% of Gen Z say they are more likely to buy a product after seeing a marketing video compared to written reviews (Brzezicki, 2023) The cosmetic brand e.l.f has recently taken over Maybelline in popularity with gen z consumers. Focusing in on the generations love for new online trends as e.l.f became the first beauty brand to launch a branded hashtag challenge on TikTok featuring an original song (Deyo, 2023)

Tarte released a new foundation in 2018 which caused uproar from consumers due to lack of inclusivity in their shade range, with only 3, barely dark, shades in the collection (Elizabeth, 2018) many influencers cut brand deals with Tarte and refused to advertise their products on their social media platforms due to their lack of inclusion for the wider community (Scott, 2018). Tarte apologised to consumers on their mistake and revealed that they will be releasing 10 new shades. However, the damage had already been done to the brand and many were appalled by their decision to prioritise the lighter skin shades (Baragona, 2018) 

Brands especially in the cosmetics industry have a range of competition and in order to succeed key people skills are needed for example communication, flexibility, being open minded and able to adapt to change in the environment.  Cosmetologists work with a diverse range of clients and colleagues The ability to interact with and speak with clients, listen to their concerns and work with them to provide the services they want is highly important (Parker, 2023)

Reference list
Baragona, L. (2018). Fans are furious after Tarte unveiled its new foundations that cater almost entirely to white people. [online] Insider. Available at: https://www.insider.com/tarte-cosmetics-shape-tape-foundation-range-2018-1#:~:text=Eventually%2C%20Tarte%20revealed%20that%20they [Accessed 13 Oct. 2023].
Brzezicki, A. (2023). Marketing to Gen Z: What the new consumers want. [online] Bazaarvoice. Available at: https://www.bazaarvoice.com/blog/marketing-to-gen-z/#h-8-ways-to-attract-gen-z-customers.
Deyo, J. (2023). How legacy beauty brands are aging down to reach Gen Z. [online] Marketing Dive. Available at: https://www.marketingdive.com/news/beauty-marketing-gen-z-elf-cosmetics-estee-lauder-loreal-2023/651167/.
Elizabeth, D. (2018). People Are Calling out Tarte Cosmetics for a Lack of Diversity. [online] Teen Vogue. Available at: https://www.teenvogue.com/story/people-calling-out-tarte-cosmetics-lack-of-diversity [Accessed 13 Oct. 2023].
McKinsey (2023). What is Gen Z? | McKinsey. [online] www.mckinsey.com. Available at: https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z.
Mintel (2023). The Future of Consumer Behaviour in the Age of Gen Z | Mintel. [online] www.mintel.com. Available at: https://www.mintel.com/consumer-market-news/the-future-of-consumer-behaviour-in-the-age-of-gen-z/.
Parker, S. (2023). Cosmetology Skills: Definition and Examples. [online] Indeed Career Guide. Available at: https://www.indeed.com/career-advice/resumes-cover-letters/cosmetology-skills.
Scott, E. (2018). Tarte Apologises for Lack of Shape Tape Foundation Shades for Darker Skin. [online] Metro. Available at: https://metro.co.uk/2018/01/19/tarte-responds-backlash-lack-shape-tape-foundation-shades-darker-skin-7241853/ [Accessed 13 Oct. 2023].

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PLANET

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The planet and the cosmetics industry

McKinsey’s research found that the fashion and cosmetic industry are responsible for around 2.1 metric tonnes of CO2 a year. About 4% of the global total (Berg et al., 2020). This is contributing to our ‘climate catastrophe’. The UN IPCC report states that the industry will need to cut the emissions by 50% in order to stop extreme climate changes within the next few years (IPCC, 2019)

 The biggest problem for the environment within the cosmetics industry is caused by plastic packaging. Around 120 billion units of plastic packaging is wasted a year. Only 9% actually making it to the recycling plant and the rest of the packing going into landfill. Most of it being single use plastic which can take around 450 years for it to break down. Making the cosmetics industry one of the top contributors of plastic waste (British Beauty Council, n.d.)

According to the EMF report Circular economy is based on three principles. Eliminate waste and pollution, circulate products and materials at their highest value and regenerate nature. Products and materials are therefore kept in circulation in an aim to protect the environment. Recycling, remaking and sharing materials is a big part of circular economy. For example, old materials or packaging can be remade and reused in the cosmetics industry for new products (Ellen Macarthur Foundation, 2023) For example, brands asking customers to bring in their used packaging to be made into packaging for new products.

1 SDG that is relevant to the cosmetic industry in regard to the planet is life below water. 70% of our planet is covered by oceans and seas and we rely on them for water, energy and food. The UN aim to conserve and reduce marine pollution by 2025, including land-based activities like marine debris and nutrient pollution (Global Goals, 2018). Vogue published an article on how the beauty industry has affected our planet, stating that a lot of the single use plastic used in cosmetics packaging end up in the ocean. However, it is not just packaging harming our oceans it’s the beauty products themselves. Cosmetic products include polymers such as polyethylene and dimethicone, which are micro-plastics that end up in the ocean. shower gels and shampoos also include micro-beads to help exfoliate, but micro-beads are actually easily avoidable by choosing products with natural exfoliants such as coffee grounds or sugar (Koh, 2022). Water is also the most common ingredient in formulation of cosmetics. On average beauty products use on average anywhere between 60 to 85 percent of water (Ledesma, 2021) The cosmetic and fashion industry will need to make changes to the way the produce and sell their products in order to meet the UNs sustainable development goals.

Reference list

Berg, A., Granskog, A., Lee, L. and Magnus, K.-H. (2020). How the Fashion Industry Can Reduce Its Carbon Footprint. [online] Mckinsey & Company. Available at: https://www.mckinsey.com/industries/retail/our-insights/fashion-on-climate.

British Beauty Council (n.d.). Packaging. [online] The British Beauty Council. Available at: https://britishbeautycouncil.com/ppbg/packaging/.

Ellen Macarthur Foundation (2023). What is a circular economy? [online] Ellen MacArthur Foundation. Available at: https://ellenmacarthurfoundation.org/topics/circular-economy-introduction/overview.

Global Goals (2018). The Global Goals. [online] The Global Goals. Available at: https://www.globalgoals.org/.

IPCC (2019). Reports — IPCC. [online] Ipcc.ch. Available at: https://www.ipcc.ch/reports/.

Koh, D. (2022). How the Beauty Industry Has Impacted Our Oceans so Far. [online] Vogue Singapore. Available at: https://vogue.sg/beauty-industry-impact-our-oceans/.

Ledesma, A. (2021). Water in cosmetics: a dive into water-free beauty. [online] NATRUE. Available at: https://natrue.org/water-in-cosmetics-a-dive-into-water-free-beauty/.

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Favourite Cosmetic Brand

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My favourite cosmetic brand is The Ordinary because it offers affordable and effective skincare products. Unlike other high-end brands, the ordinary offers quality skin care at budget-friendly prices. The ordinary also provides detailed information about each product, the ingredients used and their benefits. Their products are also cruelty free and free from unnecessary additives. Overall with a world of complex skincare routines and expensive products the ordinary stands out as a brand to give healthy, glowing skin.

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