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Internet makes things appear big than they really are
I was analyzing some new skin care launches from very big companies like L’oréal and Estée Lauder in the US market. For my surprise, many of these new launches contains petrolatum and parebens.
If those ingredients were a really no-no (from marketing perspective, number of sales…), those companies simply wouldn’t use them. Maybe for Europe ingredients like parabens and petrolatum are really a no-no (European consumers seem to be afraid of everything, everything that sounds unnatural or scientific appear to scare them), but for US… most consumers simply don’t care. -
3 Replies
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But…some niche markets do care. The company I work for, Beaumont Products, is in the natural products niche - and judging from the volume of inquiries and complaints, our customers care about these things very deeply.
For larger, more mainstream companies also, a small but vocal minority of consumers can make a big difference eventually - see PETA. -
I think you are right, most people don’t have any opinion about parabens or even petrolatum. The reality is that the natural products niche makes up only about 10 - 15% of the cosmetic market. And most of those products are just greenwashed.
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@Perry I like the moniker ‘greenwashed’.
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