Natural and organic beauty brands to use mental health messaging

Beauty marketing will increasingly target millennials and generation Z, with mental wellbeing messages key to this audience, predicts the Soil

Association’s Organic Beauty and Wellbeing Market Report 2018. Health-conscious beauty shoppers drove the £75.9 million sales of certified organic and natural beauty products in the UK in 2017, an increase of 24% from £61.2m in 2016.

The report said the conscious consumerism movement has heightened awareness of the ethics and sustainability of beauty products, resulting in consumer mistrust of brands that don’t make the grade.

Mental health messages will take more prominence in product messaging as younger generations begin to shape the future of the wellness industry.

This will build on the transparency brands strove towards in 2017 by presenting ethical accreditations on packaging, an initiative that will likely impact the natural cosmetics market’s worth in the coming years, forecasted by the Soil Association to reach £34 billion by 2019.

The report said that to continue performing well, the market must deliver greater availability of products, and could look to the long-established organic food industry for solutions.