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Science vs the consumer
This is a shout out to all. Veteran big company chemists to home crafters, as each of you have a market and I would like to know your observations and experiences.
I am relatively new in the world of cosmetic chemicals and as I should be, I am doing an extensive amount of research on ingredients. I am learning the science behind the chemicals from true science but I also need to know what the consumer has to say in regards to what they like or don’t like. Both are important but in my research I have basically found that probably 95% (guesstimate) of all ingredients have someone (consumer type) on their stupid little blog screaming at the top of their lungs how such and such ingredient is horrific.
Truth in aging, EWG, etc…It’s all making my head hurt really bad. I have found errors in their descriptions on top of it all! (I don’t have time to email them and correct everything on their websites)
Heaven forbid I use sulfates. Let me be damned if I actually even think of preserving the product. Hell will break open if I throw a pinch of EDTA or anything related to it in the product. I will be burned at the stake if I use glucosides and any chemical with PEG or a number on the end of it. Of course this is all an exaggeration but oh my…the blogs I have read…not even coconut oil is safe!
But…
Science says these chemicals are safe at their recommended use levels.
My brain sides with science, my pocket is leaning towards crazy bloggers.
How much weight do these companies like the EWG and obnoxious bloggers actually have in the market place? How do you go about formulating when there is something negative to be said about so many “main” ingredients? Am I simply over analyzing things?It’s all driving me insane. I feel like formulating the ultimate mad scientist concoction laced with everything numbered 6 or higher on the EWG or selling some all natural pond water as the next super probiotic body wash.
I would really appreciate some down to earth comments. -
6 Replies
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Thanks for your post.
I think you are getting a skewed vision of what consumers believe and how they behave. If you confine your view of what consumers believe to social media and blogs, indeed you will find lots of ridiculous scaremongering.
You may even get the impression that every consumer wants all-natural, completely sustainable products that won’t harm them or the planet.
This impression is mistaken.
Look at the facts. From a market standpoint that “natural cosmetic” market makes up maybe 15% of the market. That means 85% of people buy non-“natural” cosmetics.
Companies like The Honest Company or Burts Bees or Say Yes To might get publicity but when it comes to sales, those brands are puny compared to Olay, CoverGirl, Tresemme, Dove, Pantene, Head and Shoulders.
The vast majority of consumers care about whether a product works or not. If it solves their particular problem and it’s available in the stores where they shop, they’ll buy it. They don’t care about the ingredients in the formula.
I don’t know in what area you are formulating but if you want to know what most consumers are buying, it’s probably products from P&G, L’Oreal, Unilever, J&J, Colgate/Palmolive, Avon, Estee Lauder, or any of the other large corporations that dominate the cosmetic industry.
If you’re only marketing angle is that your products are somehow “safer” than standard products, you very likely won’t be successful.
My advice is to craft a story, build an audience, and sell them the best performing products that you can make. If someone doesn’t like that you use parabens or sulfates or PEGs, don’t worry about them much. They just aren’t a member of your tribe.
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Wow, thank you @Perry! I am copying and pasting your comment into my notebook. Your answer puts everything that has been crazy in my mind into the right perspective. Again, thank you!
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A very well balanced view presented by @Perry, and I agree 100%. We are one of those “puny” companies when it comes to sales, and we produce “all natural” products. That’s our niche. We have our brand message, brand story, and get on with what we do.
And as @Perry says, “If you’re only marketing angle is that your products are somehow “safer” than standard products, you very likely won’t be successful.” Not sure how success is measured, but my partner and I own the company, currently have a turnover of 6 figures going on 7. That’s OK for us, and we provide employment to our workforce.
I wouldn’t worry about EWG and obnoxious bloggers. Define your brand, set your ingredient parameters, and get on with it. And as @Perry says, if your products are marketed properly and consumers like them, then you will do OK.
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lol. we should chat someday, if you wish to enter the natural products arena.
@Perry
agreed, but the giant market is so very very hard to gain access to; the natural market is still open to smaller manufacturing and marketing entrepreneurs.
It’s just that the naturals market is dominated by total bull manure. Woo and outright fraud.
@mikethair “I wouldn’t worry about EWG and obnoxious bloggers”
EWG and Avocado and NN Mike Adams and Food Gal and … the list could go on and on. These pseudo-science folks make up and disseminate the vast majority of information for the shoppers in natural food stores. Just sayin’.
@Susan25 It’s HUGE.
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@Alias - I agree that it would be difficult to compete against companies fighting in the “giant market.” I think it is just as difficult to compete in the naturals market. There are so many brands.
Where it’s less difficult to compete is in niche markets for targeted consumers. As @zwapp has pointed out, if you can create a cult following then that is a good basis to build a brand. Finding an audience that wants what you are selling is much more important than any specific marketing angle.
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Fact of Life: There’s idiots all over the face of this planet and any one of them can can post anything on the Internet at any time. And, you have no control over that … so forgettaboutit.
Your best bet to be successful is to pick a niche market with an easily, well-defined “problem” or “need” and develop the best product you can to address that need. You then need to craft a good story for your marketing line and promote your product to bloggers who run specialty blogs catering to people with that particular skin issue ( Yes, some of the same people you so very much disdain … they have followers (ie: potential customers).
Example: If you develop natural products for infant skin care … you have a clearly defined niche target audience & consumer base.
If you create yet another moisturizing lotion for the general population … good luck.
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