Mental health messages will help market beauty products

Mental health will find its way into the marketing of natural and organic beauty products as brands ramp up efforts to target millennials and generation Z.

The Soil Association’s Organic Beauty and Wellbeing Market Report 2018 predicted that mental health messages will have more prominence in beauty product messaging, as younger generations begin to shape the future of the wellness industry.

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.

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

The report said that in order to continue performing well – 2017 was the its seventh consecutive year of growth – the market must deliver greater availability of products, and could look to the long-established organic food industry for solutions.