According to the study, 82% of natural/organic beauty buyers want to look beautiful, yet natural, compared to 64% of their traditional buying counterparts. Natural beauty buyers want both makeup (84%) and skin care products (84%) to be free of chemicals, compared to 56% of traditional beauty buyers for makeup and 54% for skin care products.
The report also investigates buzzwords and consumer knowledge of ingredients. Although most understand that the U.S. government does not regulate wording other than “organic,” 64% of all women believe a beauty product claiming to be “all-natural” must contain 80% or more natural ingredients. She has no idea what percentage of natural ingredients must be in a product that simply “features” natural ingredients, with her highest percentage guessed at 50-59%. More info: www.benchmarkingco.com