The concept of beauty is a wonderful construct which tries to embody what is pleasing to the eye. However, as a marketing concept, it has also been tethered to the whims of beauty product manufacturers, fashion designers, and beauty magazines.
Women know that they cannot be the reed-thin model on the cover of beauty magazines, and these publications themselves seem to make every other woman feel ugly. However, recent surveys show that even beauty magazines and marketing efforts are off the mark when it comes to what women really want.
A recent survey noted that there is a significant shift in what women want out of their make-up and other beauty products. More women, millennials and boomers alike, would want to use all-natural products. It should be noted that in the same survey, the respondents also lamented that there were not enough all-natural beauty products available at the supermarket or department store shelves.
In another survey, baby boomers are no longer as interested in beauty as before. Or at least not with the traditional beauty which is being marketed by beauty product manufacturers. Those in the late-40s to 50s range were more interested in protecting their skin from sun damage and in keeping their skin looking healthy.
These are fundamental shifts which may not make an impact for the large manufacturers like Olay, L’Oreal, and Avon. However, when taken together, the survey results point to the possibility that there is a market up for grabs. Whoever can deliver all-natural products for skin protection and having healthy looking skin, and market these for baby boomers might find that they have a market all to themselves.
Beauty products are in a fickle market. They are hard to forecast, and can be a gamble. Traditionally, only the large manufacturers can create a trend, hoping that they would be able to lead their loyal followers wherever they want. With today’s trends, there is no guarantee that this will still happen.
Market research has been the strength of the beauty industry. They may have their flaws, leading their market instead of listening to their buyers. The image of beauty and what women want to project can be hard to imagine and even harder to follow.