Choosing to go for organic cosmetics usually implies a global, “all-organic” commitment. 85% of organic cosmetics buyers bought organic food over the past 12 months and confirm it corresponds to a will to change their lifestyles. This is conveyed by the fact that they focus more on their consumption pattern (wastage, waste management, carpool…), but above all, on their own physical fitness, for 86% of them, and psychological health, for 86% of them.
Awareness and pleasure
This commitment is very contemporary, as organic cosmetics buyers adopted this lifestyle less than 5 years ago, for 70% of them, and often after they grew aware of the environmental or health impact. Their approach is boosted by the need to preserve their health (41%) and support environmental and ethical values (26%), but they also do it for their own pleasure (21%). Their choices are mainly oriented towards facial care, for 20% of them, and hair care (20%), and then body care (16%).
Diverse profiles with a strong potential
The first profile corresponds to “committed ambassadors” for the environment. They are middle-aged, they have a good buying potential, and they represent 33% of buyers. Then, there is a group defined in the study as “beauty addicts” (25%): it is mainly composed of young women and motivated by a holistic vision favouring the price as the main purchase lever. The “seniors concerned for their own health” represent 21%, “the animal advocates” 12%, and there are 8% of hipsters, a group mainly composed of men.
In addition, the study highlights the fact that these products are now more easily available, as purchases are equally made (30%) in supermarkets, pharmacies / parapharmacies, and specialized stores.
