Facing the Facts
- recohen1
- Oct 22, 2019
- 4 min read
Often, people choose to eat clean to lose weight. Yet, there are additional benefits of clean eating than weight loss. One of the primary benefits being improved skin. In regards to skin, many individuals who struggle with bad acne look to topical treatments for cures. The problem with relying on over-the-counter acne creams is that these products contain potent chemicals that can result in serious side effects. For instance, “The Food and Drug Administration recently issued a warning that says products containing the ingredients benzoyl peroxide or salicylic acid can cause rare…and potentially life-threatening allergic reactions” [1]. As a counteraction to these side effects, individuals have turned to using natural skin products as a safe and effective way to improve their skin. In 2017, “21 percent of U.S. adults purchas[ed] organic makeup” this number will only continue to grow with the prediction that “the global and natural organic cosmetics market is projected to nearly double in size between 2016 and 2024” [2].
As organic skincare becomes more popular, there is an abundance of brands that are being introduced to consumers. Some of these brands are even stealing the spotlight from household beauty names since “40 percent of U.S. consumers believe that organic personal care and cosmetics products are healthier than conventional personal care and cosmetics products” [3].
One of the most prominent brands in the organic skincare industry is Juice Beauty. This brand has prided itself on using an “organic botanical juice base” [4]. Some of the ingredients used in Juice Beauty are lemon, aloe leaf juice, jojoba oil, acai berry, goji berry, pomegranate and avocado oil [5]. As you can see, all of Juice Beauty’s products are derived from fruits or vegetables.
100% Pure is another organic makeup brand. 100% Pure promises to its customers that its products are made of ingredients “composed of plant, mineral, and/or marine vegetation that undergoes chemical changes due to biological processes such as fermentation, distillation, and cold processing” [6]. Additionally, all of 100% Pure’s makeup products that contain pigmented colors are from “fruit, vegetables, tea and cocoa to avoid commonly used FD&C colorants and heavy metal dyes” [7].
Lastly, W3LL PEOPLE is a brand developed not only by an entrepreneur looking to fulfill a niche in the market but also by a dermatologist and makeup artist. Being that skin “absorbs about 80% of what we put on it” W3LL PEOPLE’s mission is to create “super premium quality cosmetics without using the potentially harmful artificial chemicals found in most conventional makeup” [8]. W3LL PEOPLE names Aloe Vera as its main ingredient in most of its products.
Let’s face it, the abundance of skin care products readily available can be overwhelming. The organic skincare market, nonetheless the skincare market, in general, seems to be saturated with tons of products. It could be hard to decipher one organic brand from the next when deciding what to purchase. That is why brand storytelling is essential to catch the attention of your audience to ensure that when they are looking for an organic skincare product, they’ll find your brand.
Branding is who you are. It is comprised of “what your brand says, what your values are, how you communicate your product, and what you want people to feel when they interact [with] it” [9]. The initial step of perfecting your brand is to determine your audience. Developing a mission and establishing values is another way to set yourself apart from competitors to connect with your audience and tell them what you’re all about.
Storytelling is a non-negotiable when it comes to a brand today. Although organic skincare may seem niche, there are plenty of companies out there targeting the same audience and markets as your brand. The best way for a brand to story tell is to “wrap your message into a story that transports people, simplifies information, and provokes an emotional response” [10]. Aspects to include in your story are your “brand’s history, challenges, successes, and value propositions” [11]. Furthermore, consumers are attracted to brands that “are actually acting according to their values” [12]. By sharing your story, your consumers will be able to understand your mission and see the impact of your products after using them.
Citations.
1. Acne Products May Cause Dangerous Side Effects. (2015, July 15). Retrieved from https://health.clevelandclinic.org/acne-products-may-cause-dangerous-side-effects/.
2. Shahbandeh, M. (2019, January 14). Topic: Natural and Organic Cosmetics in the U.S. Retrieved from https://www.statista.com/topics/4501/natural-and-organic-cosmetics-in-the-us/.
3. Shahbandeh, M. (2019, January 14). Topic: Natural and Organic Cosmetics in the U.S. Retrieved from https://www.statista.com/topics/4501/natural-and-organic-cosmetics-in-the-us/.
4. The Purest Organic Skincare Products & Organic Makeup. (n.d.). Retrieved from https://juicebeauty.com/.
5. The Purest Organic Skincare Products & Organic Makeup. (n.d.). Retrieved from https://juicebeauty.com/.
6. About 100% PURE®. (n.d.). Retrieved from https://www.100percentpure.com/pages/about-us.
7. About 100% PURE®. (n.d.). Retrieved from https://www.100percentpure.com/pages/about-us.
8. W3LL PEOPLE ONLINE STORE. (n.d.). Retrieved from https://w3llpeople.com/about/ingredients-standards.html.
9. Wheeler, K. (2019). How to Develop a Unique (& Memorable) Brand Identity in 2019. Retrieved from https://blog.hubspot.com/agency/develop-brand-identity.
10. Costa, C. D. (2019, February 2). 3 Reasons Why Brand Storytelling Is The Future Of Marketing. Retrieved from https://www.forbes.com/sites/celinnedacosta/2019/01/31/3-reasons-why-brand-storytelling-is-the-future-of-marketing/#7376071155ff.
11. Costa, C. D. (2019, February 2). 3 Reasons Why Brand Storytelling Is The Future Of Marketing. Retrieved from https://www.forbes.com/sites/celinnedacosta/2019/01/31/3-reasons-why-brand-storytelling-is-the-future-of-marketing/#7376071155ff.
12. Costa, C. D. (2019, February 2). 3 Reasons Why Brand Storytelling Is The Future Of Marketing. Retrieved from https://www.forbes.com/sites/celinnedacosta/2019/01/31/3-reasons-why-brand-storytelling-is-the-future-of-marketing/#7376071155ff.
Photo 1: Photo from Wix.
Photo 2: Green Apple Age Defy Moisturizer. Retrieved from https://juicebeauty.com/collections/green-apple-brightening-skincare/products/green-apple-age-defy-moisturizer.
Photo 3: Fruit Pigmented® Full Coverage Water Foundation. Retrieved from https://www.100percentpure.com/collections/foundation-makeup/products/fruit-pigmented-full-coverage-water-foundation.
Photo 4: Bio Tint Multi-Action Moisturizer SPF 30. Retrieved from https://w3llpeople.com/bio-tint-multi-action-moisturizer.html.
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