Ethical Beauty That Stands Outhttps://www.gcimagazine.com/marketstrends/consumers/other/Ethical-Beauty-That-Stands-Out--566434201.html?prodrefresh=y
- Sourabh Sharma
Reference type: Written by
- Global Cosmetic Industry (Online)
Sourabh Sharma, alumni MBA at the Rotterdam School of Management, has written an article. The article discusses ethical beauty products. Younger generations feel that brands they purchase are not just for usability, but extensions their overall outlook, opinions and personalities. As such, 48% of these generations will abandon purchases if the brand does not fit their values. Such micro-management puts brands under scrutiny to deliver a full-round marketing experience, from product efficacy to company values. Several brands have reacted by incorporating sustainability into their full-cycle product offering. Gen Z prefers products that work and are trusted.