Veganism is a growing concept in the world that has caused a shift in our lifestyle, and for all good reasons. Today, there is a growing sense of ethical responsibility amongst people in all aspects of their lives including their daily cosmetic products. As the adoption of this way of life grows, so does space for startups to explore, create and promote safe and vegan beauty products and the importance of veganism in cosmetics.
Conscious consumerism has not only increased the market for vegan products, but has also brought into notice the viability, affordability, and advantages of using vegan products. When you opt for products not tested on animals, you're also ditching the bad chemicals like parabens, sulfates, and synthetic dyes. These cosmetic products are kind to your skin, which means less likelihood of breakouts, allergies, and inflammation.
Being in the cosmetics industry at a time when there are major shifts being witnessed due to the onset of digital transformation, I am seeing the shift with consumers opting to go with known, natural ingredients, with fewer chemicals, and an overall healthy regime when it comes to skincare and beauty. Consumers are well aware of the ingredients, source, and formulation of the product with knowledge being available on the internet, and are open to learning more and more. Therefore, to convert a consumer into a potential buyer, it is today important for brands to be transparent, trustworthy, and trend-driven when it comes to their products.
As far as communication is concerned, people are on the lookout for meaningful connections — what does a brand stands for and is doing to make lives better. Today these conscious consumers feel the need to connect with your brand's message and ethos in order to purchase your products and services. Here are some of my observations for digital brands out there to make the most of the grown trend of veganism in the era of digital transformation:
Veganism in Cosmetics is a Mindful Beauty Practice: Buying vegan beauty products leads to more mindful beauty practices. By not choosing your regular beauty products and opting for a cruelty-free alternative way gives out a message that animal testing is absolutely an unjust and inhumane act. As a brand, you should highlight the conscious practices you take to add to this mindful experience of the consumer.
Helps to Spread the Word and Bring a Change: Due to social media, vegan beauty brands are able to spread awareness to a larger audience. These audiences are the potential consumers that are drawn towards brands that have a unique cause for their business well-being and for the sake of the environment. Make sure you’re constantly communicating with your audience about your actions. This will eventually lead to bringing your niche set of audience who will choose to give you their faith.
Animal Testing is not Necessary: Animal testing is cruel as millions of animals go through the painful process of testing. However, there are thousands of vegan ingredients safe for human usage, so it’s not really necessary to test products on animals. Therefore, it is possible to eliminate animal testing and use products that have safe ingredients.
Vegan Products are Cost-Effective: Most vegan brands offer cost-effective and high-quality products that cater to every consumer's needs. As vegan cosmetic brands save money by avoiding the cost of testing these products are relatively affordable.
Apart from this, there are various mediums that can cause a change in consumer’s buying behavior; social media and other online channels are one of them. Taking this into consideration, cosmetic brands shifted their marketing strategies towards digital to connect directly with their consumers. Whereas, the journey of a consumer in terms of awareness is shifting to digital avenues, with 33 percent of beauty consumers engaging digitally every day, 50 percent every week, and 93 percent every month.
Business owners and marketers are leveraging digital transformation to promote veganism in beauty. It also ensures business growth and ROI whilst building consumer relationships. Over 50 percent of beauty consumers use social media and online videos, and 40 percent of consumers use the online to search for research. 56 percent of consumers use YouTube to compare and consider, while 30 percent reach their final decision through a mix of YouTube, Google Search, and e-commerce websites. Hence, cosmetic brands plan to spend a significant share of their marketing budget on digital.
In the highly competitive beauty and cosmetics market, simply owning a natural beauty brand with great products is not enough. You’ll have to work hard to tell your unique story and to make sure the right audience is exposed to it. Thankfully, it’s easier than ever to communicate with customers globally through various types of content, channels, and platforms. If you want to level up your cosmetic business, try to incorporate digital strategies in your day-to-day marketing activities to boost your business growth.
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