The skin care industry is a multi-billion-dollar market, and with an increasing number of people interested in taking care of their skin, it is only going to get bigger.
A large part of this growth will be due to the growing popularity of natural skin care products.
With increasing awareness of the dangers of synthetic chemicals found in conventional skin care products, more and more people are looking for natural alternatives.
And so, this raises a very interesting question: Who is the target market for natural skin care products? Is it just people with sensitive skin, or are there other groups of people who are also interested in natural and organic skin care products, albeit for other reasons?
In this article, we will explore the target market for natural skin care products and discuss why such products are becoming increasingly popular. We will also study the factors that influence purchase decisions in this growing consumer market.
Who Is the Target Market for Natural Skin Care Products?
To truly understand the target market for natural skin care products, we must understand the reasons why people choose natural and organic products for their skin over conventional products which are often made from harmful ingredients.
By segmenting the market based on the reasons for purchase we can develop marketing strategies that can appeal to each market segment in a unique way.
From this point of view, the different segments of the target market for natural skin care products are:
- People who are looking for safe and natural ingredients
- People who have sensitive skin
- People who want to avoid synthetic chemicals
- People who are looking for products that are not tested on animals
- People looking for skin care products for kids
Let’s look closely at each of these segments.
1. People who are looking for safe and natural ingredients
This group of people is interested in using skin care products that are made from ingredients that are safe and natural. They tend to be more health-conscious and may also be concerned about the environment. These people will also often buy natural or organic products in other aspects of their lives as well.
For instance, they will be attracted to green products which are made in environmentally sustainable ways. Or when it comes to purchasing clothes they will choose sustainable fashion which follows environmentally-friendly and ethical business practices.
2. People who have sensitive skin
People with sensitive skin often have a difficult time finding skin care products that do not irritate their skin. As a result, they are often attracted to natural and organic products which are less likely to cause skin irritation. Sensitive skin can also be a result of allergies to synthetic chemicals which are commonly found in conventional skin care products.
3. People who want to avoid synthetic chemicals
This group of people is concerned about the potential health risks associated with using conventional skin care products that contain synthetic chemicals. They believe that natural and organic products are a safer alternative.
They need not have sensitive skins as the people in the previous segment but are instead motivated by a desire to avoid potential health risks.
4. People who are looking for products that are not tested on animals
Many people feel strongly about not using products that have been tested on animals. Fortunately, there are a number of natural and organic skin care brands that do not test their products on animals. So this segment of the target market for natural skin care products specifically looks for products that are both natural and ethically made.
5. People looking for skin products for kids
When people – usually parents – look for skin care products for their children, they always prefer products that are safe and gentle on the tender skins of their little ones. Natural and organic skin care products often fit this bill perfectly, which is why this is a rapidly growing segment within the target market for natural skin care products.
As you can see, there are a variety of reasons why people are interested in natural skin care products. Understanding these reasons and the motivations of each segment of the market is the first step in crafting the right communication messages and developing effective marketing strategies that actually appeal to the drivers of each segment.
Natural Skin Care Products: What Influences Purchase Decisions?
Once you know what attracts different kinds of people to natural skin care products, the next step is to understand what factors influence their purchase decisions. In short, what makes them choose one product over another?
Here are some of the top factors that influence the purchase decisions of the target market for natural skin care products:
- Shelf life
- Risk of side effects
The most important factor that influences the purchase decisions of the target market for natural skin care products is whether the product is effective. In other words, does it do what it promises to do? People want to know that the products they are using will actually work to improve their skin or take care of a condition they may have.
This is where the power of a brand comes in. Certain brands are well known for certain types of treatments for the skin and people will purchase products based on their brand reputation. For example, people who are looking for a natural skin care product to help with acne may purchase a product from a brand that is known for its acne-fighting capabilities.
As we mentioned earlier, one of the main reasons people are interested in natural skin care products is because they only want safe and natural ingredients on their skin. So it’s no surprise that consumers in the target market for natural skin care products are highly influenced by the ingredients used in a product.
When people compare products, they often will often take the time to compare the labels to see what kind of ingredients are used in each product. If they don’t recognize an ingredient or if it sounds like it could be harmful, they are likely to move on to another product.
Of course, price is always a factor in any purchase decision. The target market for natural skin care products is no different. People in this segment are often willing to pay more for a product if they know it is effective and made with safe and natural ingredients.
So, interestingly, a lower price may actually work against a product as it could be viewed as inferior in quality. And so premium-priced products can do very well in this market segment as consumers often equate price to quality and effectiveness.
If someone has a skin problem, they are very likely to reach out to others in their friend or family circle or within their community who have also had similar problems to ask them what skin product worked for them. Word-of-mouth can be a very powerful marketing tool to spread a product’s reputation (for better or for worse) within the target market for natural skin care products.
Also in today’s digital world, people increasingly turn to online reviews to help them make purchase decisions. There are numerous forums on skin care where people share experiences of different products and almost everyone will try and find a positive review for a product before they go out and purchase that product for themselves.
5. Shelf life
One factor that is often overlooked but can be important to some people is the skin care product’s shelf life. People want to know that a product will still be effective after it has been sitting on their shelf for a while.
As we’ve seen above, people are willing to pay premium prices for good quality and effective skin care products. In return, they expect the product to last a good bit of time so that if their problem reoccurs they are still able to use the product that they’ve already purchased.
6. Risk of side effects
Even natural skin care products can have side effects and when consumers choose one product over another, all else being equal, they will choose the product with the least risk of side effects. A common side effect, even with natural ingredients, can be allergies. For instance, someone may have a reaction to an essential oil that is used in a natural skin care product and may want to stay away from a product that uses that oil.
If someone’s buying an expensive product they will always prefer to buy one that can be used on all parts of the body. If some products are made especially for the feet or the hands but cannot be used on the face or the rest of the body, they will not be as appealing as products that can be universally applied.
Similarly, people will prefer to purchase products that can be used by adults as well as kids, so that families can purchase a single product for all members of the family.
The target market for natural skin care products predominantly includes people who are looking for safe and natural ingredients to apply to their skins.
This could be for various reasons.
Some people have sensitive skin. Others simply want to avoid synthetic chemicals found in conventional skin care products. Some others look for products that have not been tested on animals. And, finally, parents who buy skin care products for kids tend to gravitate toward products that have been made from natural and organic materials.
When consumers compare two natural skin care products, the most important factor that influences their purchase decision is the product’s effectiveness. The more effective product will always win over the less effective product.
Because consumers in the target market for natural skin care products care about what goes into the product they purchase, they are likely to look closely at the ingredients that have been used in making the product.
Once these two hurdles have been crossed, consumers look at the price, product reviews, product shelf life, and potential side effects. Finally, they will prefer a product that has the greatest range of applicability and so offers the best return on their investment.
The target market for natural skin care products is both lucrative and growing rapidly. But the key to success in this market, as in any other market, is understanding the different segments of the market and the factors that most influence their purchase decisions.