Saving Bunnies One Mascara At a Time
Cosmetic companies implementing cruelty-free practices is nothing new. But recently, these same companies are finding it beneficial to reposition their marketing strategies to emphasize this aspect of their business. Millennials' care and consideration are causing PR agencies to do a head-spin. According to an Outlook Industry Report, in America alone, there are 80 million Millennials and they spend about $600 million annually. Their effect on the economy is prevalent and their spending is only projected to grow into the trillions.
Millennials are a driving force when it comes to the concern for animal welfare and rights. In the last couple of years, veganism has skyrocketed—70% of the world population is either reducing its meat consumption or not buying meat at all. This statistic can be translated into why so many beauty brands are facing marketing challenges when it comes to being certified as cruelty-free.
What sets Millennial consumers apart is their focus on ethical consumerism. Their buying behavior is heavily influenced by many different things. Consumers are more informed than ever before; however, environmentally-conscious consumers prefer to know the who, what, when, where and why. This can mean where products are made, who they are constructed by, and how the employees are being treated. With that, companies are having another look at their practices and deciding what changes they can make to emulate the values of a Millennial shopper. When asked about her cruelty-free shopping principles, 19-year old LIM junior Gabby Lemos said that she really cares about the companies’ procedures and regulations.
"I also don't shop brands that claim they won't test on animals unless required by law," Lemos said. "This means that in other countries like China, where there are laws that products must be tested on animals to be sold there, companies will pay to have their products tested in order to be sold in that place."
A 6% growth in cruelty-free beauty products has been predicted 2017 - 2023. By taking a scroll through the list of cruelty-free brands, many small companies can be found amongst the larger names within the industry. Smaller beauty brands are steadily emerging by taking advantage of the movement and creating products for this prevailing target market. They are using packaging that is recyclable and biodegradable, as well as highlighting the products natural ingredients. Doing this creates a connection with the consumer: they are getting a product which they can trust will positively impact the environment.
With the growth of small business, name brands must be able to derail their previous practices in order to regain the loyalty of the eco-friendly consumer. Brands are using logos in order for consumers to identify cruelty-free certification. Unfortunately, there are some companies that will print a fake logo onto their products. If the logo does not contain the name of the organization, a quick search through a cruelty-free database can help determine the authenticity. These organizations are the Leaping Bunny, PETA’s Caring Consumer and Choose Cruelty-Free. Aveda, elf, Glossier, Laura Geller, Charlotte Tillbury and NYX are all cosmetic brands that are cruelty-free certified, along with many others.