Women Care About Social Responsibility in Beauty Products

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Market research shows that women care about the environment and social issues when making beauty purchases.

Women looking to do good while looking good are making socially responsible choices when purchasing beauty products. According to research from Gfk MRI, women are 22 percent more likely than the average adult to use natural or organic beauty products. Women are more likely than men to consider the environment in their purchase decisions, and they’re more likely to buy natural products out of concern for their own health, their families’ health and the broader impact on the environment. Women are more likely to expect brands they buy to support social causes, and they’re more likely than men to purchase brands that deliver on this expectation.

It’s a trend that created an opportunity for Thrive Causemetics, the subject of our “Beauty with a Purpose” interview in this month’s SheReports. Thrive is a beauty brand with a mission. Inspired by Founder Karissa Bodnar’s friend who died of cancer at 24, Thrive is dedicated to helping women undergoing medical treatments look their best and feel good about who they are. To do so, the company donates one product for each one purchased to a group helping women facing cancer, homelessness or other problems. And Thrive is thriving: In three years, it has grown to 35 employees and 90 individual products.

Women are more likely to expect brands they buy to support social causes, and they’re more likely than men to purchase brands that deliver on this expectation.

Women also see themselves as knowledgeable and experienced about beauty products and environmentally friendly products. Consequently, women are sought out for this knowledge; they are 12 percent more likely than the average adult to have their friends and family ask for advice about environmentally friendly products.