Are you using shame to sell beauty?
When I started out in clean beauty I had a real 'are you in or are you out' mentality, there were no grey areas allowed, it came from a place of not really knowing or taking the lead from other people that I assumed were the thought-leaders in the clean beauty industry. Working in retail showed me ALOT of variation in what people wanted, and their motivation for seeking out natural products. Some wanted vegan, some had to ensure everything was cruelty free, others would only buy organic, some only Australian made, others only believe in pure. So what was I left with?
the spectrum
Natural, organic, pure, vegan, conventional or otherwise but regardless of what you are promoting has your marketing team considered that they could be using shame to push your products? As a clean beauty company have you considered the message you are putting out could be unattainable? Even Untouchable? Have you wondered if your wellness message could be causing more harm than good?
Social comparison
It’s real and with more and more ways to be exposed to the unattainable, untouchable, seemingly-perfect creatures in midriff exposing tops no-one is safe. A few more shots with the light and airy presets, idealised media messages and I wonder if our wellness industry is just contributing to the beauty sick state of our world. Unfollow.
Advertising
On a recent purchase of Vogue I was up to page 43 before I even got to a contents page. Don’t believe me? Just have a look the next time you walk past a newsagent. I get it that ads pay the bills. We all do those jobs that pay, it's not our dream stuff, but the rent don’t pay itself. The media seems to have free reign. But our wellness industry has a duty of care. Vogue, I know, is not one of ‘our’ publications but if you think you are protected from those feelings because you don't buy Vogue you’re sadly mistaken.
Ethical Marketing
Inclusivity, balance and just being real is a marketing strategy. Creating acceptance is a marketing strategy. Imperfection is a marketing strategy. The great [and healthy] GP even claims to love a glass of sauv-blanc and a serve of french fries. People are smart and they’ll work it out or at least get bored. COVID-19 has given the world a chance to pause, lower the expectation level a little.
Preach
Originally, I felt the need to shout about my clean beauty journey because I was excited to make a change and do something that I think is making a difference. From working with real people in the clean beauty industry I know our customers can feel ‘judged’ by not using all clean products or that they feel the need to apologise if something is ‘not organic’. An inadequate feeling that is fed from the constant levels of perfection promoted through their media channels. We need to see ethical retailers acknowledge that clean beauty can appeal to everyone and should reflect the wider community in their marketing.
Who is doing it well? This is not an exhaustive list I’d love to hear more.
Kosas
Nourished Life
Ere Perez
Flora and Fauna
Accure
Go-to Skincare
Weleda
RMS Beauty
Gressa Skin
Kjaer Weis
Salt by Hendrix
Heretic Parfum
Jones Road Beauty
Frank Body
So tell me, are you using shame to push your product?